Silver Spoon unveils rebranded packs

Leading sugar brand Silver Spoon has on Wednesday announced its rebrand and new packaging of its entire range of sugars.

The sugar brand, present in half of British households, said the new packaging has been designed to make it clearer and easier for consumers to buy the best sugar for their needs.

The launch follows recent consumer research by Silver Spoon which found that 80 per cent of British consumers have baked at least once in the past 12 months. While 62 per cent of British bakers prefer to bake from scratch, shoppers often don’t know which is the best sugar for them.

Silver Spoon has introduced usage visuals onto the front of pack to help consumers quickly select which sugar is most appropriate for their need. Caster sugar now features a fluffy and light Victoria sponge, whilst Icing sugar features delicious butter cream icing, and light brown soft showing chewy chocolate chip cookies. The new packs retain known variant colours – pink for icing sugar and yellow for caster sugar for example – to help consumers shop the category more quickly and easily.

All Silver Spoon sugar remains 100% British from field to spoon, with all the sugar beet grown in the UK, by British farmers. The new packaging will still be made from Forest Stewardship Council certified paper and will be widely recyclable.

Tim Albert, marketing director at Silver Spoon, said: “This is a milestone moment for our much-loved brand. Our new clear, colourful and intuitive packaging will help customers find exactly what they need quickly and more easily.”