Nestlé is ditching its Fussell’s brand as part of a £2m facelift to take its two condensed milk brands more upmarket.
From next month, the Fussell’s brand name will be replaced with Carnation Condensed Milk Light, while Nestlé Condensed Milk will be rebranded as Carnation Condensed Milk.
The new branding is part of a marketing strategy aimed at re-positioning Nestlé’s condensed milk brands to a more upmarket and younger audience of ABC1 women aged 30-45. The Carnation brand could also be used to support new product launches, revealed milk business unit category manager Georgina Morgan.
Nestlé has signed up celebrity chef Phil Vickery to support the relaunch, which will be backed with press advertising, in-store media and a consumer PR campaign. While the revamped packaging will also feature on-pack recipes.
Morgan added: “Our research shows that consumers have a positive nostalgia towards Carnation as a brand.”