Spreads brand Duerr's is revamping its marmalade range with an old-fashioned look highlighting its heritage as a family-owned brand.
The new look includes bespoke jars, lids and labels, which feature the strapline 'A Family Business' and pay homage to Mary Duerr who started the business in 1881.
Last year, Duerr's marmalade sales were up 6.8% to £5m, compared with a total fall of 2% to £59m, the company claimed.
"We have worked hard to keep our marmalade on Britain's breakfast tables with campaigns that celebrate the premium quality of the brand," said Richard Duerr, sales and marketing director. "The new focus on our heritage follows consumer research that revealed an eagerness among customers to know more about the history of a brand," he said.
Rolling out later this month, the new-look range will be supported by a £250,000 marketing campaign including price promotions, online activity and sampling.
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