New Whitworths packaging nutritional benefit emphasis

Whitworths has launched new packaging as the business commits to changing the way the nation thinks about dried fruit, nuts and seeds.

By placing the spotlight on dried fruit, nuts and seeds as powerful sources of macro and micro nutrients – something deficient in most of the nation’s diets – millions of incremental usage occasions will be unlocked for the category, potentially revolutionising UK eating habits.

The directional change is the result of fresh insight from the findings of an independent white paper supported by several industry bodies and nutrition professionals due for launch later this year. The paper findings highlight the power of dried fruit, nuts and seeds as an incomparable source of nutrition, with many far reaching health benefits to help fight fatigue, think sharp, protect cells and improve heart health.

The new positioning aims to tap into an audience seeking simple ways to boost their family’s nutrition without barriers at breakfast, lunch, snack-times and dinner. It will be launched later this year, supported by a £2 million marketing campaign.

In order to best communicate the nutritional power in its product, Whitworths required a transformational design across its core portfolio to deliver stand out. The new packaging will be landing on shelf from February.

“We’re very excited about the new positioning for two reasons,” said Phil Gowland, Commercial Director of Whitworths. “Firstly, we hope the visibility and clarity of the new packaging will help consumers to discover more of our products and their substantial nutritional benefits in store.

“Secondly, we look forward to genuinely being able to support the improved mental and physical health of the nation by simply enjoying our nutrient dense dried fruit, nuts and seeds.”

Key to the new design is a feature highlighting the health benefits associated with each product, such as Fight Fatigue, Healthy Heart and Think Sharp.

“The launch of the new packaging in 2024 will be a significant step for Whitworths as we move towards a more positive market position as a nutritional powerhouse brand,” added Gowland. “Not only is this a clear visual step change for the brand, it signifies a bigger moment for the category as we showcase the powerful nutritional benefits of dried fruit, nuts and seeds, putting the category on the pedestal it deserves.”

As part of the pack redesign Whitworths unified the portfolio but maintained individuality across its core ranges – Core, Fusions, Shots, Gastro and Sunny’s. Each pack will also encourage consumers to try for themselves, with the new brand strapline – “Be a Nutrition Magician”.

The logo has been updated to reflect the brand idea, with a flowing ribbon-like form and the addition of a “plus” symbol to communicate the simple addition of Whitworth’s to add nutrition to a wider array of meals and snacks.