Whitworths Sugar has revamped its 5kg sugar pack to meet soaring demand during the Covid-19 outbreak.
The new pack, which has recently rolled out to 51 Iceland Food Warehouse stores, features a new side handle and is being targeted at small businesses and consumers. It is retailing at £2.85 a bag.
The launch follows a change in sugar buying habits, explained Whitworths Sugar distributor Tereos UK & Ireland, which said demand had been “unprecedented” during the coronavirus crisis.
Sugar buying had risen because shoppers wanted to ensure their cupboards were well stocked and as a result of the surge of interest in activities such as baking and cooking, added the business.
Demand for larger packs boosted sales of 5kg formats by 231% in March 2020, according to Tereos.
The roll-out into Iceland marks the beginning of a relaunch campaign that includes social media activity.
“It is an exciting time for our Whitworths Sugar brand as we are preparing to enter new territories with a brand-new offering,” added Pauline Ollivier, brand manager at Tereos.