Strings & Things branding gets major refresh ahead of back-to-school season

Strings & Things, part of Kerry Dairy Consumer Foods, has revealed a new packaging design as the brand continues to innovate in response to consumer trends and habits. From September, the brand is rolling out clearer signposting of health benefits on the front of pack, while the inside of the packaging has had a fun refresh ahead of kids heading back to school.

The packaging refresh aims to help parents navigate the range better in-store and showcase the added health benefits of Strings & Things products. Three in five parents shopping in the chilled snack aisle are looking for a healthier option that has added benefits, especially when it comes to immunity, which has led to a demand for snack foods that support wellness. As a result, Strings & Things has added Vitamins B6 & B12 into its Yollies and Frollies recipes to boost immune support and offer retailers a healthier option for parents shopping for snack time. Elsewhere, the Cheestrings pack will remind parents of the benefits of calcium and vitamin D included in each Cheestring.

In addition to clearer signage of health benefits, the refresh has been designed to create unity amongst the sub-brands within the Strings & Things range, whilst still allowing the individual and unique personalities of the different products, which includes Frollies, Yollies and the iconic Cheestrings, to shine through.

Changes to the inside of the packaging have been made, to engage and excite children, fuelling their imagination. The inners of the Cheestrings packaging have long been popular with children, often used as “social currency” between friends on the playground. In response, the Strings & Things team collaborated with specialist agency, The Pineapple Lounge, to ensure the updated designs were a hit. These inners now include 48 unique phrases designed to impress in the ever-evolving children’s snacking category.

“We’re thrilled to see the new pack design rolling out in retailers this September, creating a more cohesive brand presence than ever before,” said Sarah Davies, Marketing Manager, Strings & Things, Kids Snacking UK and International. “We’ve been listening carefully to both consumer and retailer feedback about how best to support their in-store experiences and knew that focusing on fuelling imagination and health benefits were our priorities.”

“We appreciate the status of Strings & Things’ amongst school age children and wanted to ensure the creative redesign would be exciting and fun for them,” said Laura Christian at The Pineapple Lounge. “The Strings & Things packaging and inners are often used as in the playgrounds at school so we needed to retain these core elements while updating the design to be even more engaging and keep kids’ creative minds curious.”

Shopper media will be used to support the refresh, ensuring families and parents know about the new packaging and the now visible on-pack health credentials of Strings & Things snacks.