Pickled vegetable brand Haywards has unveiled an entirely revived offering, including the launch of new packaging and adoption of improved recipes across its range.
The new-look label incorporates an innovative “tang-o-meter”, which gives consumers greater detail on the flavour and heat profiles of Haywards products. Brighter colour and bolder lettering will also help deliver on-shelf standout, the Mizkan Euro-owned brand said, while a modernisation of the styling of the brand’s jars will make the products more appealing to a younger target audience.
Haywards has worked with Japanese vinegar experts to develop a milder and sweeter flavour – proven popular in taste tests, the brand said – to help with this goal. And the clear call to action Liven Up Your Food has been adopted to demonstrate how picked vegetables can add life to any dish.
The revamp follows more than two years of extensive research and analysis of audience insight, and forms part of Mizkan Euro’s ongoing investment since acquiring the Haywards brand in July 2012.
Haywards brand manager Kate Charman said: “We have worked extremely hard over the past two years to completely overhaul the Haywards brand and flavour. We have listened to what our customers wanted and we are delighted with the results – we can’t wait for consumers to try it.
“Everything has been designed to elevate the Haywards brand to be best in class. We are particularly proud of the ‘tang-o-meter’ that helps shoppers pick the right pickled vegetable for them and our new recipe that tastes fantastic.
“Although we have seen value decline in the pickled vegetable category due to high levels of promotional activity, we are starting to see penetration increases and there is a huge opportunity as fashionable gastronomy is going through a pickling revival. Pickled vegetables are becoming ubiquitous within the restaurant channel; from sandwich shops to Michelin star restaurants, consumers are seeing and trying them when they eat out all the time. We are keen to seize this opportunity and add value back into the category, demonstrating how these food trends can be simply enjoyed at home by picking up a jar of Haywards pickled vegetables in your local supermarket.”
The new look Haywards will have a phased roll-out, launching in selected retailers from October. Mizkan Euro is investing over £700,000 in a fully integrated communications plan, including regional sampling, digital support, out-of-home advertising, and a full sponsorship package with what the group has termed “a key media title”.
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