Dairy Crest has unveiled a packaging refresh across its Country Life range in the UK as it aims to modernise the brand.
Spreadable and block packs have been given a fresh look, with the brand’s logo updated featuring British oak, a Royal Warrant and a ‘proudly British’ call out.
Dairy Crest said that the Red Tractor and Prince’s Countryside Fund logos on the packs highlight Country Life’s ongoing commitment to responsible farming and the British countryside.
The new look aims to showcase the brand’s quality, while strengthening its heritage and provenance.
Country Life senior brand manager Emilie Grundy said: “British provenance is increasingly seen as a signifier of quality, which is a key driver choice within the butter and spreadable category.
“We’re immensely proud to have been making our butter in the UK, using 100% British milk since 1970 and to further support rural British communities through our partnership with the Prince’s Countryside Fund.
“Our new identity and packaging design seek to reflect this fantastic equity and have performed very well in consumer research, delivering improved stand out and significantly enhancing brand positivity.”
© FoodBev Media Ltd 2017