New packs of the buttery-tasting spread, which are rolling out now, have switched from yellow as a background colour to bright blue, while five different lids will feature a picture of either buttered toast, a muffin, a tea cake, a crumpet or a jacket potato. The brand name also gets a new font, designed to look buttery'.
The idea is to make packs stand out more on shelf and to emphasise the product's versatility.
Besides the pack redesign, marketing activity includes new television commercials which are scheduled to screen before Easter, as well as press advertising in selected consumer titles.
Category manager Jonathan Bedford said the new look and advertising would "reinforce the brand's family orientation, while retaining its sense of fun", and would create a platform for promotions.