Mary Berry’s gets a refreshing new look

Mary Berry’s Foods is giving its popular range of dressings and sauces a colourful new look ahead of the peak summer sales season.

Aimed at increasing standout on shelf and broadening the brand’s appeal to an even wider audience, the new look features a series of eye-catching colour-coded labels and follows consumer research which found that the new look resonated more strongly with existing fans of the brand, whilst new shoppers said they were also keen to start making purchases from the new look line-up.

“We challenged ourselves to come up with a new look that would not just create improved standout on shelf but also drive sales at the point of purchase by inspiring shoppers of all ages to try our fantastic range,” explains Anne-Marie Cannon, Brand Manager for Mary Berry’s at brand owner RH Amar.

The final design – which highlights vibrant photography of each recipe’s natural ingredients  – was among four different options put into consumer research, adds Cannon, with the winning version scoring highest across a host of exacting criteria including intention to purchase.

“We found that our winning design created a real wow factor with all our key audiences. In particular, we were delighted to receive lots of positive feedback, including how we have created a new look and feel for the brand that is fresh, colourful and attractive, whilst also reinforcing the quality credentials for which the Mary Berry’s brand has become famous.”

The new look, which will start hitting shelves from March,  comes ahead of the all-important summer selling season for the Mary Berry’s core dressings range and will be supported across the brand’s popular social media channels with a #NotJustForSalads campaign aimed at showing off the range’s versatility across different meal occasions.

Eye-catching imagery and recipe posts on the brand’s social media channels will be aimed at inspiring summer eating and entertaining beyond salads, whilst the brand’s vegetarian and vegan-friendly credentials will also be a feature of the campaign[1], with key activity planned around Vegetarian Week and National BBQ Week events in May.

Meanwhile, shoppers will soon get the chance to try a new Fruity Pomegranate Dressing which, as well as tasting great on salads, also makes a delicious topping for ice cream – and can even be used to add a tasty new twist to baking.

“Dressings are a year-round purchase for many shoppers, and there is always a clear surge in interest from the end of March that can run through until the end of September, so this is clearly a great time for us to be going out with a vibrant new look for the brand.

“But we will also be aiming to inspire shoppers and shout about our range’s wider versatility, providing recipe inspiration during key occasions like the barbecue season, as well as in everyday meal solutions throughout the year.

“As the number one brand in premium dressings[2], we are also particularly well placed to continue to drive the trend for shoppers to trade up, with value growing ahead of volume at the premium end of the category[3].”

For more information about the Mary Berry’s range of sauces, dressings and chutneys, visit http://www.maryberrysfoods.co.uk/home

[1] Many Mary Berry’s products carry Vegetarian Society or Vegan Society accreditation

[2] IRI 52 w/e 10.11.18

[3] Sales of ambient salad dressings grew by +1.2% in the 52 w/e 10.11.18 whilst value sales grew by +2.9% over the same period – IRI