New cupcake range
3 August 2011 – Green’s are giving the brand an overhaul changing the packaging of its products with an updated logo, strapline and design. The packaging will be premiered with a new creative cupcake range designed to appeal to a younger audience and mark the brand’s rejuvenation.
Green’s cupcake mix range which hits shelves from the beginning of August will include three flavours – a strawberry, blueberry and lemon cupcake mix. The mixes have been developed in a bid to attract a younger consumer to the brand with the cupcakes appealing to an 18–35 year old audience. The innovative new cupcake mixes also come with a jam filling for the cupcake centre and a piping nozzle enabling consumers to create a professional looking cupcake in minutes.
The cupcakes already have strong retail support with confirmed stockists including Asda, Tesco, Morrisons and Wilkinsons. The launch will be supported by instore promotions and a comprehensive marketing campaign emphasising the creative element of the cupcakes with various recipe and customisation suggestions to encourage repeat purchase.
Kerry Foods, owner of Green’s, created the new look packaging and cupcake range after extensive consumer research and customer opinion into the Green’s brand. As a result the packaging has now been updated with a greater focus on the product on sale and enticing images both of the finished product and step by step photo instructions. The packaging also includes references to the brand’s heritage and founder Brighton baker Horace Green.
Senior brand manager for Green’s, Emma Calder says, “Following extensive research with consumers we have worked hard to update the brand – not only with new packaging but also improved taste credentials across the range. This will not only enhance the brand experience for our existing customers, but with the addition of the cupcake range, emphasising creativity, we will also attract a new, younger audience to Green’s. We are confident that the improved taste and packaging and new cupcake range will help to make Green’s a kitchen cupboard essential and go-to baking product for any occasion.”
