Silver Spoon

Silver Spoon has given its packaging a facelift as fewer and fewer Brits buy bagged sugar.

Soft-launched now ahead of a rollout later this year, the new-look bags and boxes – designed by creative agency BrandOpus – include face-like features on the familiar spoon motif, while more emphasis has been placed on the pack colours that differentiate the types of sugar.

The change – intended to imply Silver Spoon’s ‘brightness’ – “was rooted in a need to address the consistent, long-term category volume decline and value erosion”, said commercial director Chris Craig. The British sugar market has seen volume fall for years and is currently down 2.9% on last year [Nielsen 52 w/e 26 March 2016].

“Over the years, the Silver Spoon Company has built trust and credibility with our British-grown heritage and, consequently, our sugars have become a staple in many homes,” Craig added.

“To ensure our products continue to connect and evolve with our consumers, BrandOpus has worked with us to inject a new ‘everyday brightness’ and charismatic personality into our packaging. Our new artwork now not only has prominent shelf presence; it inspires users and enables the brand to address a challenge of sharing expertise on usage and application.”