Freedom Confectionery has relaunched its range of vegan marshmallows, introducing a 3D animated character that will serve as its new brand champion.
Cedric will appear on packs as part of the range’s new design, which has been created by Studio Liddell. The relaunch is a complete packaging overhaul designed by the Manchester-based agency. Cedric has been designed to increase the retail experience and create on-shelf stand out, Freedom Confectionery said, appearing across social media channels, advertising and at public events to further build brand profile.
Freedom Mallows are manufactured using unique technology that makes a product that is free from gelatine, gluten, nut, soy, egg, dairy and does not use any artificial colours or flavourings.
Elvin Willgrass, sales director for Freedom Confectionery, said: “The relaunch is designed to appeal to all marshmallow lovers. But with as many as 21 million consumers suffering from food allergies, coupled with the rising prominence of vegetarian and vegan diets, our unique ingredients means they can be safely eaten by coeliacs, vegans, nut and lactose intolerants, and kosher and halal consumers.
“Using advanced technology, we’ve managed to maintain the traditional marshmallow taste and texture in both vanilla and strawberry, as well as a melting point perfect for use in cooking and drinks.”
And, as Studio Liddell CEO Ian Liddell explained, Cedric presented opportunity for further marketing activity in the future: “We were excited with the opportunity to create a character that will appeal across all generations and in the future Cedric can introduce consumers to his friends and family.”
Stocked by distributors Orchard Valley Foods, the brand is currently listed in Holland and Barrett with the company in talks with other retailers. Available for bulk buy for ingredient use as well as in shelf-ready outers of ten by 75g packets, the Mallows have a recommended retail price of £2.49 each.
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