British meat extract brand Bovril has undergone a packaging redesign to highlight its high protein content.
Rolling out in the July, the new jars and bottles feature the Union Jack alongside a ‘Made in the UK since 1886’ sticker. The brand aims to target UK consumers who prefer to buy British brands.
Alongside new packaging, the Bovril beef recipe now includes a 15% increase of protein per 12g serving.
The increased protein offering in both the beef and chicken flavours will be highlighted on front of pack in a bid to target health-conscious shoppers.
Assistant brand manager for Bovril at Unilever UK Jonathan Roberts said: “Bovril is a truly iconic British brand and with the interest in food provenance growing, we felt that now is the time to showcase our British heritage by adding the Union Jack to our packaging. We expect this, and the beef reformulation, to be a huge hit amongst Bovril fans.”
Bovril will also relaunch its 500g pack via ecommerce and wholesale channels.
The brand, which is owned by Unilever, released limited edition packaging last year to coincide with the release of the Dad’s Army movie.
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