Maldon Salt is heralding the start of an exciting new era for the fourth-generation family business with the introduction of a striking new look across its entire range supported with a heavyweight marketing campaign to rally call chefs, home cooks and foodies to ‘Seize the Seasoning’.
The contemporary and ownable new pattern design with its trademarked diamond lock up will be rolling out onto all product varieties and formats and will start to appear on supermarket shelves as early as July 2021. The distinctive use of colour in the design allows for improved product segmentation and consumer recognition in the range – green will be used across its original salt, the smoky colours will be used on its smoked sea salt, and black and greys will be used for its pepper.
Maldon Salt will also be supporting the relaunch with a multi-channel nationwide marketing campaign. The activity includes retail support in store and online; print and online advertising in key consumer and trade press; social media support with recipe development and exciting content creation with high-profile influencers and chefs; an exciting online seasoning school series with top chef Ben Tish, brand partnerships with sampling and giveaways; and PR including a charitable link-up with Hospitality Action (more details coming soon). The campaign has been beautifully crafted to encourage and inspire its target audiences to enjoy Maldon Salt every day, taking the simple to the extraordinary.
Maldon Salt have been hand-harvesting its famous pyramid-shaped flakes, using the same time-honoured techniques for four generations. During that time Maldon Salt flakes have remained constant, though the packaging it sits in has evolved over the years. The Osborne family are the custodians of this ancient culinary tradition and creators of what is now a globally recognised brand, loved by chefs the world over. Steve Osborne, Managing Director, Maldon Salt speaking about the packaging evolution said: “Heritage is important to us, so the new packaging design had to respect our past whilst also embrace the future. The striking new look and feel will ensure we stand out on shelf, inspire new audiences and retain pride of place on dining tables across the globe.”
Maldon Salt’s latest insight revealed that many home cooks acknowledge that they have more to learn about seasoning; they want to understand different salt types or are not sure which salt goes best with which ingredients. Lockdown has also inspired and enabled people to develop their cooking skills. In direct response to this consumer need and opportunity Maldon Salt is leading the way. A QR code that links directly to the new and improved Maldon website has been added to every pack. Here consumers can discover content and recipes that will expand their seasoning knowledge and inspire them to create extraordinary dishes using Maldon Salt.
Also, to coincide with the relaunch, Maldon Salt is proud to announce that with every box produced they will be supporting the World Land Trust and the fantastic work they do to protect threatened habitats and wildlife. All Maldon Salt cardboard boxes are being made using carbon balanced carton (which means they are produced by a Carbon Balanced Printer).