PepsiCo has rebranded Sunbites to champion the snacks’ fibre content.
Now called S.U.N, which stands for “simple uplifting nutrition”, the “bold” new visual identity will better communicate the brand’s ethos, it said.
The new look will champion simplicity and functionality, as well as drawing shopper attention to the snacks’ high fibre content, to answer to the growing awareness of insufficient fibre intake, it added.
Refreshed pack designs call out the snacks’ core ingredients: rice, wheat, corn and oats.
To coincide with the rebrand, PepsiCo has rolled out a S.U.N Lightly Salted six-pack (rsp: £2). It will also bring its Off The Eaten Path snacks, made from peas and beans, under the S.U.N platform, rebranding them as S.U.N Sticks, in Caramelised Onion and Sea Salt.
PepsiCo cited the National Diet & Nutrition Survey’s findings that 96% of UK adults do not meet their daily fibre intake recommendations.
S.U.N’s repositioning is aimed to help people increase their daily fibre in a convenient and easy way, with marketing materials featuring the slogan: “You need fibre. This got fibre.”
“In recent years, food choices have become more complex and, for some, a source of uncertainty,” said PepsiCo marketing director Cynthia Finke.
“S.U.N’s new positioning aims to empower shoppers with facts, not fads, cutting through the noise and delivering a simple and focused message – you need to eat more fibre, and we are here to help.”
The rebrand will be supported by in-store and digital media.
Value sales of Sunbites have soared 33.7% to £18.4m on volumes up 27.8% in the year to 6 September 2025 [NIQ].
It comes after Walkers unveiled the “largest brand refresh in its nearly 80-year history” last month, introducing a “sun-inspired” logo.
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