Werther’s Original has unveiled a new look aimed at enhancing on-shelf visibility, simplifying shopper navigation of the range, and bringing the brand’s timeless appeal into a new era.
The refreshed packaging maintains the iconic Werther’s Original identity while introducing a more contemporary and modern colour. The design seeks to make the brand more relevant to a wider range of shoppers, especially those discovering Werther’s Original for the first time.
Established in 1903, Werther’s Original is the world’s largest caramel brand and is currently worth £36m in the UK. With 96% brand awareness, the refresh builds on this strength by introducing a clearer distinction of variants across the range. This aims to make it easier for consumers to explore the growing Werther’s range, including Creamy Filling, Salted Caramel Cream, Chocolate-covered caramels and a range of sugar-free options, along with its Butter Candies and Creamy Toffees.
Andy Mutton, Managing Director at Storck UK, said: “The rebrand comes at a time of strong growth within the sugar category, enabling retailers to capitalise on consumer demand for variety, convenience and sugar-free alternatives. With Werther’s Original being the No.1 traditional sugar confectionery brand in the UK and having the highest brand recognition among sugar confectionery brands, this refresh builds on that momentum – injecting new energy into the brand while enhancing its shelf standout. Werther’s Original is now even better positioned to attract shoppers and help retailers drive continued sales growth.
“While our look may be new, our dedication to quality and our original, comforting recipe that has become a favourite for millions across generations hasn’t changed. We’ve carefully balanced tradition with everyday relevance to keep Werther’s Original close to consumers’ hearts.”
The new packaging will roll out across grocery, impulse and wholesale channels in the UK and Ireland from June. The launch will be supported by in-store and online promotions across the fourth quarter of 2025.
