Fruit and nut retailer Whitworths has redesigned its packaging to capitalise on the expanding snacking and home-baking markets.

The bright, vibrant designs are intended to make the packs stand out on the shelf, while a click-close reseal and new best-in-class foil packaging ensures the product stays fresher for longer. A focus on health is enhanced by on-pack information as to the products’ provenance.

The £1m relaunch is attempting capitalise on what the company claims to be positive market trends in the home-baking and adult snacking sectors.

In tests carried out by the company, the new packaging showed improvements in key customer perception measures, including being found twice as fast on the shelf, a 15% increase in quality and taste perceptions and a 76% increase in brand recognition and trust.


The first range to sport the new packing was Whitworths’ recently launched fruit and nut snack range Fusions, aimed at health-conscious adults.

The launch has been supported by an integrated PR, digital, social media and in-store campaign including targeted Google PPC advertising and recipe advertorials and pack tear-offs.

Phil Gowland, head of marketing at Whitworths, said: “Our new packaging highlights a more vibrant, exciting and enticing Whitworths as we look to inspire our customers in the kitchen.

“We believe our redesign will help fulfil our objective of driving growth by increasing stand-out on shelf and converting first-timers into loyal advocates through our best-in-class freshness packaging and brilliant taste. With the continued surge of interest in home baking and the increasing trend for healthy snacking, there has never been a more exciting time for our category.”

The news comes soon after Whitworths announced Mark Fairweather as its new chief executive.