The September move involves a full relaunch of its category-leading Whitworths brand, focusing on both the home baking and adult snacking sectors.
Independent research has highlighted a number of key consumer issues relating to home baking. These include difficulty in finding products, desire for brands that deliver quality and the need for promotional support, simpler pricing and genuine product innovation.
The Whitworths brand relaunch will address all these issues with a range of innovative new products, a new pack design, consistent pricing across the range, all delivered through new processes and patented technology.
“We’re introducing innovation, quality and convenience to the category which will enable people to enjoy new taste experiences, whether it’s in relation to home baking or adult snacking,” says Whitworths Commercial Director Colin Stephens.
Four new products feature in the relaunch, including raisins and sultanas that are juicier and more succulent than previous products, as used by the baking industry. In addition there are two specially blended, baking specific products, Premium Fruit Mix and American Style Fruit Mix.
Whitworths new tree fruit range, comprising prunes, apricots and dates, has also been relaunched in new packaging for maximum shelf standout.
All seven SKUs have an rrp of £1.79, with a 2 for £3 promotional offer.
Whitworths is also hoping to drive more consumers into healthy adult snacking with an overhaul of its range, sold on the home baking fixture.
The adult snacking range comprises five products. Two new products have been introduced – dates and a cranberry, sultana and raisin mix – and three remain the same, apricots, prunes and pineapple. Each 35g SKU will retail at 39p with a multi-buy offer of three packs for 99p.
Whitworths will be backing the brand relaunch with a national PR programme and will be one of the main sponsors of this year’s National Baking Week (October 19 – 25), featuring a range of in-store, media and on-line promotions.
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