Whaoo! filled crêpe brand unveils major range redesign

French bakery experts Norac Foods UK is giving its popular Whaoo! filled crêpes brand a bold and playful makeover this spring.

Available nationwide via Booker, the new pack would ensure stand-out within the competitive bakery aisle, the company said.

The Whaoo! rebranding targets parents looking for quality ‘after-activity’ treats for themselves and their kids. Made in Brittany, the home of the crêpe, they contain high-quality ingredients, including free-range eggs, cow’s milk with chocolate and hazelnut.

Clearly marked as having no artificial colours, flavours, preservatives, or palm oil, Whaoo! Chocolate Filled and Crunchy Cereal & Chocolate Filled crêpes are individually wrapped in packs of six for convenience.

“We want to communicate the Whaoo! proposition as vividly as possible, and win new shoppers with our new brand identity,” Bruno de Bourmont, director of Norac Foods UK Ltd, commented.

“Family snacking is a competitive category, so we’ve taken great care to ensure its bright and appealing, to drive stand-out on shelf. All the new packs feature a modernised version of our friendly giraffe and his animal friends, to create a major point of difference next to the many plain and clear packs in the bakery aisle. We’ve had fantastic feedback from families as to how fun our products look, and we’re looking forward to an equally enthusiastic response in store.”

Recent Kantar data shows the brand presents year-on-year growth of 6.9 per cent, with retail sales value of £2.5 million and over 1.1 million packs sold.

“Whaoo! aims to own the after-activity moment and excite kids through its taste, energy, and attitude, while reassuring parents they can trust us as a less-guilty treat that makes life easier. Our mission is simple: to keep little heroes super, and parents at peace, with sweet treats everyone looks forward to,” de Bourmont added.