Mars is relaunching its organic Seeds of Change brand with its biggest investment to date to highlight its premium credentials and give it a more modern twist.
The £2m marketing push includes revamped packaging and a new logo across all the Seeds of Change products, which range from chocolate to curry sauce. Improved soup recipes and new variants are also being launched.
A TV and press campaign to highlight the changes to the range, which carries no Mars branding, is scheduled for spring. It is intended to educate consumers about what organic means and the taste difference of organic products.
Rolling out next month, the new packaging includes GDAs and states the origin of the ingredients used. Mars gave the first glimpse of the brand's new silhouette design when it launched a Seeds of Change premium organic block chocolate, reported by The Grocer last November.
The relaunch of the range is set to take the brand to the next level and attract new consumers, said brand manager Gemma Brown. "The more modern look across the range will help draw in a younger audience and communicate
first-hand to consumers what goes into the products - not just the ingredients, but the processes too," she said.
The vegetable content has been increased across the brand's soup range, with larger pieces added to make them more visible. A new Curried Butternut Squash & Lentil variant has been added to the range, while the reformulation has cut salt levels as part of Mars' commitment to reduce salt in line with the FSA's 2010 targets.
The multimedia marketing campaign, Dig Your Dinner, will be backed with an extensive in-store support programme.
"Last year we focused on getting consumers to trial the products, while this year we want to ensure consumers understand the goodness of organic produce," said Brown.
The Seeds of Change brand was founded in the US in 1989 with the goal of preserving biodiversity.
It was bought by Mars in 1997 and launched in the UK with a range of pasta sauces, pasta, soup and cereal bars in 1999.