Traditional sugar confectionery brand Werther’s Original is unveiling a fresh new look – the most significant update in its history. With an elegant redesign across its portfolio, the move is set to enhance on-shelf visibility, simplify shopper navigation of the range, and bring the brand’s timeless appeal into a vibrant new era.
What do the new Werther’s Original packs look like?
The refreshed packaging maintains Werther’s Original identity while introducing a more contemporary, modern and vibrant colour. This design retains the essence of the brand’s heritage, while seeking to make it more relevant to a wider range of shoppers, especially those discovering Werther’s Original for the first time.
Established in 1903, Werther’s Original is the world’s largest caramel brand and currently worth £36 million in the UK. With 96 per cent brand awareness, the refresh builds on this strength by introducing clearer distinction of variants across the range. This will make it easier for consumers to explore the growing range of flavours and textures Werther’s offers including Creamy Filling, Salted Caramel Cream, Chocolate covered caramels and a range of sugar-free options along with its much-loved Butter Candies and Creamy Toffees.
Why did Werther’s Original rebrand in 2025?
“The rebrand comes at a time of strong growth within the sugar category, enabling retailers to capitalise on consumer demand for variety, convenience and sugar-free alternatives,” said Andy Mutton, Managing Director at Storck UK. “With Werther’s Original being the No.1 traditional sugar confectionery brand in the UK and having the highest brand recognition among sugar confectionery brands, this refresh builds on that momentum - injecting new energy into the brand while enhancing its shelf standout. Werther’s Original is now even better positioned to attract shoppers and help retailers drive continued sales growth.
Did Werther’s change their recipe with the rebrand?
“While our look may be new, our dedication to quality and our original, comforting recipe that has become a favourite for millions across generations hasn’t changed. We’ve carefully balanced tradition with everyday relevance to keep Werther’s Original close to consumers’ hearts.”
When will the new Werther’s Original packaging hit UK stores?
The new packaging will roll out across grocery, impulse and wholesale channels in the UK and Ireland from June 2025. Additionally, to support retailers during this launch, in-store and online promotions will be carried out across Q4 2025.
