The newly designed products launched in Asda over the Christmas period, with further listings in Tesco, Morrisons and Sainsbury’s expected this month.
“Our market has grown by 25-30% over the past couple of years,” said Clarks CEO and founder Bob Clark. “Looking ahead, we project a strong trajectory of 35-40% for the coming year. As consumers are more aware of the real health benefits of natural maple syrup (no additives, full of zinc, antioxidants and healing properties), we needed to bring the Clarks brand up front to capitalise on future opportunities. That’s when we turned to Leahy Brand Design.”
“The challenge of the project was twofold,” said Tim Leahy, managing director of LBD. “To connect consumers with the Clarks brand in the whole world of syrups with a strategic review of the brand, and the creation of a competitive positioning, followed by the redesign of their core Maple Syrup range.
“It was clear to us that there was an opportunity to tell the story of the Clarks syrups, educating consumers to the possibility of their many uses, from pancakes to gammon and ice cream, to salmon and encouraging new usage occasions and experimentation.
“The brand mark and packaging design is designed to show consumers that maple syrup is fun, not just for pancake day, encouraging the whole family to experiment and ‘have a go’.
The maple syrup market is worth £11m in the UK. The biggest consumers are the US and Canada. Japan is the 3rd largest market, with Germany in 4th.
Clarks is the only maple syrup brand in Europe to use a squeezy bottle.
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