Proper Lancashire baker Holland’s Pies has revealed a brand new look and launched smaller case sizes across its chilled and frozen retail range, plus revealed its new snacking proposition.
On shelves in retailers from this week, the new look packaging will be seen across Holland’s wide range of chilled and frozen, pies, puddings and pastries. With a focus on repositioning its chilled range as a snacking usage occasion, this new direction aims to see Holland’s Pies go from strength to strength within its heartland of the North West, bringing new users into the category.
The new branding retains Holland’s iconic gold logo which was once hand painted in gold leaf on the side of its delivery vans and still includes the historic black and white photography from the Holland’s archive. Maintaining Holland’s Pies’ signature green and the tagline, A Proper Lancashire Baker, and highlighting the heritage of the brand through its ‘Since 1851’ story, the new packaging has real potential to stand out on-shelf whilst still being recognisable to existing and loyal customers.
Bright colours, new enticing product photography and repositioning product shots on front of pack as ‘hero’ will make it easier for customers to shop the range to clearly identify each flavour. A new font has been transformed with a more contemporary feel, whilst still maintaining a vintage theme in line with Holland’s history and heritage.
Clearer on-pack communication has also been revealed, and the repositioning of the chilled range as a snacking option has been introduced by the introduction of the Micro 2 Go® logo plus the on shelf ready packaging shows the ‘Eat Me Hot in under 3 mins’ message to attract new snacking shoppers to the category.
Communicating the cooking versatility and unique proposition across its frozen range has also been made clearer with a Microwave or Ovenbake logo.
Finally, smaller case size across both chilled and frozen have also been introduced to drive distribution in small stores, on the back of retailer feedback.