Jakemans’ new packaging hits the sweet spot


Established in 1907, Lincolnshire based manufacturing company, Jakemans has been creating delicious menthol confectionery for over 100 years. And now, ahead of what is expected to be a bumper sales season for the category, Jakemans has revealed that the much-loved and recognised packaging will undergo a brand refresh.

Remaining true to its heritage, the new branding will retain its traditional styling and bold colours but will now feature a new logo and a standout white label on the front of pack. The brand is also proud to introduce a new “J” icon with the aim that it becomes synonymous with the popular mentholated lozenge brand. The whole look is designed to help enable consumers to instantly recognise their favourite brand on shelf.

Brand new for this winter season, the design sees the bag sizes change to reflect changing consumer trends. Jakemans offer a range of different product formats that appeal to different consumer needs.

The classic flavours of Throat & Chest, Honey & Lemon, Cherry, Peppermint, Menthol & Eucalyptus, Blackcurrant and Blueberry will now be available in a handy 73g format, whilst the top three selling varieties, Throat & Chest, Honey & Lemon and Cherry, will also be produced in larger 160g bag sizes. Jakemans’ three most popular flavours Throat & Chest, Honey & Lemon and Cherry – are also available in a handy stick pack format. Stick packs offer an easy on-the-go solution for consumers looking to soothe the symptoms of a sore throat whilst on the move.

Jakemans continues to manufacture in the brand’s birthplace of Boston in Lincolnshire. Ongoing investment into world-class technology to modernise the factory has been critical to growing Jakemans. As part of the company’s commitment to sustainability and improving manufacturing processes, the new bag packaging is now recyclable at larger stores with the lozenge twist wrap fully compostable.

“We are absolutely thrilled to be launching our fresh, new packaging ahead of the busy winter months,” said Brand Manager, Elizabeth Hughes-Gapper. ” It was important for us to retain some of the more traditional elements of the brand, as recent research showed that 33 per cent of consumers are proud to be associated with Jakemans due to its heritage, ethics and values. The brand has been going from strength to strength with 85 per cent of Jakemans users stating they would recommend the product to others. We are hoping that the packaging refresh is a welcome update amongst Jakemans loyal consumers and retailers alike.”

To ensure consumers recognise the new pack design on shelf and the brand remains front of mind, Jakemans will also be launching a strong TV, out of home, radio and public relations campaign throughout winter, spring and other key seasonal moments.

The medicated confectionery category is up by 73.8 per cent in terms of value sales and 50.2 per cent in terms of unit sales within the last 12 months. As part of that, Jakemans has seen one of the biggest share gains in value versus two years ago. Jakemans SKUs dominated the top selling bag lines and drove an impressive 89 per cent of real value growth in bag formats within the last 12 months. The ongoing success in the category can be attributed to Jakemans’ 100+ year heritage of the brand.