Lactalis McLelland has unveiled a new look for its Seriously Spreadable range which includes a packaging makeover and new brand identity that aims to broaden its appeal among families.
First to relaunch is Seriously Spreadable Squares, which will feature a number of key enhancements on-pack, including: a new logo, new graphics, a creamy taste descriptor and real cheddar imagery to reinforce the brand’s cheddar credentials.
Later in the year, Seriously Spreadable Tubs will also be relaunched, with a new design aimed at highlighting the brand’s use of real Scottish Cheddar.
The revamp brings the Seriously Spreadable brand in line with the Seriously Cheddar range, which was relaunched earlier this year with the roll out of a fresh new look and the addition of a medium maturity cheddar to the brand portfolio.
Lactalis McLelland sales director Mike Chatters said: “Packaging is a great way of communicating the brand’s credentials at the point of purchase.
“The new Seriously Spreadable pack designs have been developed to improve on-shelf visibility and better communicate the product’s unique selling points. The most important changes we’ve made are rebranding from Seriously Strong to Seriously and the adoption of the creamy taste descriptor to broaden the brand’s appeal to the entire family.”
The relaunch will be supported by in-store and in-home sampling activity as well as social media activity throughout autumn.
Lactalis McLelland is the UK subsidiary of Lactalis Group. It distributes a range of cheese brands, including: Seriously, Seriously Spreadable, Galloway, Orkney, Galbani and Président.
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