Butterkist unveils brand new look and feel in packaging overhaul

KP Snacks is reinvigorating the Butterkist brand with updated packaging across its entire portfolio.

The brand refresh is launching with an eye-catching and modernised new look and feel. The design introduces the new tagline, ‘Creating Smiles Since 1914’, highlighting Butterkist’s established heritage of creating happy snacking moments for consumers.

Bringing the brand positioning of ‘bursting with irresistible enjoyment’ to life, the redesign also introduces new vibrant colours to both the Sweet and Salted flavours. Solid colour backgrounds have been replaced with more visual patterns, alongside a more playful font, hinting at the exciting flavours to be found inside each pack. The iconic Butterkist heart has also received a fresh update, maintaining the symbol which is synonymous with delicious popcorn, whilst simultaneously giving it a cleaner finish to enhance its appeal.

Butterkist is thriving as the nation’s favourite popcorn brand and is particularly popular as a sharing snack. With popcorn sharing occasions growing at +21%^[1], the Butterkist redesign comes at the perfect time to capitalise on these occasions and drive consumer purchases. 91% say spending time family time together is very important^[2], and 48% say snacks are a must-have for an evening in with family^[3].

Kevin McNair, Marketing Director at KP Snacks, says: “With sharing occasions increasing as a result of spending more time home, we have remained focused on improving the in-home experience and in keeping Butterkist top of mind when choosing a snack for those nights in. Butterkist is a much-loved family favourite, with a range that offers something for everyone, and our new pack design reflects this heritage and personality”.

The new pack design follows on from a recent partnership with NOW TV, in which ‘Ultimate Movie Night’ prizes were created to drive excitement and demand for the snacking product which had seen a surge in popularity.

The Sharing segment is strong and growing. Worth £1.56bn, the largest within CSN, it is currently experiencing growth of +13.6%^[4].  At twice as large as its nearest branded competitor, Butterkist enjoys a market share of 38.2%^[5] and is the critical signpost to drive popcorn category growth.  The Butterkist brand is worth £52.7m RSV and growing in value +18.3%^[6].