Valeo Snack Foods is preparing to launch a new look for its iconic brand, Barratt Liquorice Novelties.

A complete product refresh will see consumers get more value for money as the much-loved treat unveils a new tapered carton pack, updated from its previous flat box style. The updated SKU will contain a 400g assortment of Liquorice Comfits, Pontefract Cakes, Liquorice Bites and Jelly Buttons in a new pick and mix format, with an MRRSP of £2.50, offering consumers more liquorice for their money.

The packaging redesign has enabled an 89% plastic reduction, part of Valeo’s ongoing programme of sustainability improvements. The carton itself is also widely recyclable.

Russell Tanner, marketing director at Valeo Snack Foods, said: “Barratt Liquorice Novelties is a truly classic brand which has been loved by the nation for many years. This timely update ensures that we continue to meet the needs of the modern consumer with a convenient giftable pack that delivers improved value for money.

“We hope to appeal to a new generation of liquorice lovers and bring even more people into the category with a well-known brand name to help retailers target new shoppers through all gifting seasons and other special moments throughout the year.

“It was through giving the product a refresh that we were able to move to a new format and also reduce plastic. We are continuously looking for ways to ensure our packaging is as sustainable as possible. We are proud to have found a way consumers can enjoy the traditional taste of Barratt Liquorice Novelties whilst knowing positive steps are being taken to make packaging environmentally friendly and recyclable.”

Still traditionally made in Pontefract, Liquorice Novelties has a new ‘pick and mix’ style and the new style carton, with more liquorice per box (270g vs 400g), is a perfect gift for liquorice lovers.

The new Liquorice Novelties Carton is available exclusively in ASDA from 20th May for 12 weeks. It will be more widely available in grocery, convenience and wholesale from August.

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