Whitworths 5kg

Source: Tereos UK & Ireland

The packs feature a new side handle to offer ‘improved practicality’

Whitworths Sugar is launching a 5kg bag into retail to satisfy ‘growing demand’ as Brits continue to bake at home during lockdown.

Whitworths said the past 12 weeks had “transformed the sugar market” with growth in volume and value denoting “a clear change in consumption habits in the UK”.

It said sugar consumption had risen because under lockdown restrictions families had taken to home activities such as baking.

The packs themselves have been given “improved practicality” with a new side handle, and a design featuring cooking inspiration, said Whitworths. They have rolled into Iceland (rsp: £2.85/5kg).

Brand manager Pauline Ollivier said the launch marked the beginning of Whitworths’ relaunch campaign, as it “ventures into the social media world with a refreshed look”.

“It is indeed an exciting time for our Whitworths Sugar brand as we are preparing to enter new territories with a brand-new offering,” Ollivier added.