Hancocks has sweetened up the image of its Kingsway confectionery brand with a fresh look.

The packaging, which will appear on its sweet jars, chocolate bars, bagged sweets and seasonal products, replaces Kingsway’s previous white crown logo with a colourful crown in a “fun and contemporary” style.

Designed to appeal to all ages, the new look would help retailers link the products in the range together in store, said Hancocks.

The Leicester-based supplier is also launching a 50cm-high wooden Lolly Tree to display 136 Kingsway Lollies (rsp: 25p each) that are available in Sherbet Lemon, Bubblegum, Sour Cherry, USA Cola, Very Berry and Tropical flavours.

“The tree is a simple idea and yet it is remarkably effective at boosting the sales,” said purchasing director Jonathan Summerley.

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