- Refreshed packaging set to strengthen on-shelf presence and help guide shoppers – young and old – towards healthier snacking choices.
- Major redesign expected to remove over 141 tonnes of packaging annually, marking a significant step forward in the brand’s sustainability journey.
- New collectible cards added to packs to keep cubs engaged and coming back for more.
BEAR®, the number one brand in Kids’ Fruit Snacking[1], is refreshing its entire portfolio with a bold new look, set to drive stronger standout on shelf and make healthier snacking easier to navigate for shoppers, with clearer fruit cues and more impactful pack designs.
At the heart of the redesign is BEAR’s evolved mascot, reimagined to bring more fun to shelf and connect with cubs of all ages. The refreshed packaging delivers a more distinctive, harmonised look across the fixture, with a modernised logo and stronger branding to boost in-store visibility and make the range quicker to spot and shop.
Everything shoppers know and love about BEAR’s natural, great-tasting snacks stays front and centre on pack. New, vibrant real fruit imagery dials up flavour appeal, while clear on-pack health messaging – including 100% fruit and no added sugar across the range – helps parents make quicker, more confident choices, while increasing appeal and engagement among kids.
Significant reductions to films and multipack boxes across the portfolio are expected to deliver savings of over 141 tonnes of packaging annually – without changing what’s inside – marking a major step forward in BEAR’s sustainability journey while freeing up shelf space for retailers to stock more of the brand’s best sellers.
The relaunch will be supported by a high-impact integrated Masterbrand campaign, rolling out across digital platforms, spanning Meta, YouTube, Amazon Prime and Disney+, alongside eye-catching in-store activations at key retail moments including Back to School and Halloween, designed to drive awareness, footfall and sales.
Alongside the redesign, BEAR® is building on the popularity of its much-beloved BEAR® cards with a new 60-card, sports-themed series, designed to excite younger fans, keep older cubs engaged for longer and drive repeat purchase.
Steph Armstrong, Marketing Manager at BEAR®, comments: “This is a hugely exciting moment for us. The relaunch marks the final step in uniting the full BEAR® portfolio across kids’ and adult fruit snacking under one cohesive brand identity, with a refreshed look set to strengthen standout on shelf and inject new energy and footfall into the fixture.
“By making our packaging more engaging and easier to shop, we’re delivering a range that works harder across the board. Shoppers are finding what they need more quickly, while giving retailers a fixture that’s clearer, more impactful and more efficient. Plus, we’re also doing our bit for the planet by improving our sustainability credentials.
“At the same time, our new collectible BEAR® cards add an extra layer of play, giving cubs even more reasons to come back again and again, and helping to drive repeat purchase as they grow within the brand.”
Worth over £44m[2] and in more than 2.2 million UK households, with one in four families with children aged 5–10 buying into the brand[3], BEAR® is well positioned to continue driving growth for retailers in 2026 and beyond.
BEAR’s new packaging will start rolling out across all retail channels from this month.
[1] NielsenIQ 52 w/e 21/03/26 | Total Market | Value Sales
[2] NielsenIQ 52w/e 21/03/26 | Total Market | Value Sales
[3] Nielsen Panel data 52 w/e 27/12/2025 | Total Coverage
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