fosters redesign

Heineken has overhauled pack designs across its Foster’s range to highlight the beer brand’s “heritage credentials”.

Rolling into stores from April the new “modern and sleek” pack designs would help the brand’s beers, including Foster’s Gold and Foster’s Radler, “stand out on shelf”, the brewer said.

The new design - featuring a repositioned silver border and adapted roundel shape to better highlight the Foster’s ‘F’ - had scored highly on both “pack appeal and purchase intent” during consumer testing, it claimed.

“We are excited to reinvigorate the brand design by re-establishing the Foster’s refreshment credentials through the brand’s distinctive heritage story,” said Ifeoma Dozie, mainstream beers director at Heineken.

“The refreshed packaging, plus exciting activations around the ongoing English Cricket Board partnership, will ignite passion amongst shoppers”.