Chivers Hartley has given the famous Rose's marmalade a rare brand extension by adding an orange version to the portfolio. The 136-year-old brand is well established for its zesty lime and lemon & lime varieties, but has never before come in orange. Chivers, which makes the brand under licence from L Rose & Co, said the new addition was different from rival brands as it had a "more delicate zest". To mark the extension, the three-strong range has also been given a new "feminine" look, said Chivers, with new labels and cap designs aimed specifically at women ­ the primary purchasers and consumers of Rose's. However, the unique Rose's jar stays because of its "iconic" status among consumers. Group brand manager Michelle White said: "Rose's is a unique product ­ a heritage brand but with food values that are completely contemporary. "We are very excited about the new orange variety and believe it will bring in new consumers." {{P&P }}

Topics