Kids’ Fruit Snack brand BEAR is refreshing its entire portfolio with a new look, set to drive stronger standout on shelf and make healthier snacking easier to navigate for shoppers, with clearer fruit cues and more impactful pack designs.
New, vibrant real fruit imagery dials up flavour appeal, while clear on-pack health messaging – including 100 per cent fruit and no added sugar across the range – helps parents make quicker, more confident choices, while increasing appeal and engagement among kids.
Significant reductions to films and multipack boxes across the portfolio are expected to deliver savings of over 141 tonnes of packaging annually – without changing what’s inside – marking a major step forward in BEAR’s sustainability.
The relaunch will be supported by a high-impact integrated Masterbrand campaign, rolling out across digital platforms, spanning Meta, YouTube, Amazon Prime and Disney+, alongside eye-catching in-store activations at key retail moments including Back to School and Halloween, designed to drive awareness, footfall and sales.
Alongside the redesign, the brand is building on the popularity of its much-beloved BEAR cards with a new 60-card, sports-themed series.
“This is a hugely exciting moment for us,” said Marketing Manager Steph Armstrong. “The relaunch marks the final step in uniting the full BEAR portfolio across kids’ and adult fruit snacking under one cohesive brand identity, with a refreshed look set to strengthen standout on shelf and inject new energy and footfall into the fixture.”
Worth over £44m and in more than 2.2 million UK households, with one in four families with children aged 5–10 buying into the brand, BEAR is well positioned to continue driving growth for retailers in 2026 and beyond.
BEAR’s new packaging will start rolling out across all retail channels from this month.
Image: BEAR