Thursday, October 28, 2021

Valeo Snack Foods invests in two top brands

Fox’s Glacier and Poppets are both unveiling fresh new looks, as well as an innovative programme of NPD.

Fox’s Glacier will spotlight the iconic Peppy the polar bear on pack while Poppets will benefit from an impactful, modern and fun new design.

“2021 is a year of significant investment and innovation at Valeo Confectionery,” said Russell Tanner, Marketing Director at Valeo Snack Foods.

“As two of our hero brands, Fox’s Glacier and Poppets have many years of heritage combined, but both have stood the test of time and remain relevant to the modern consumer.

“We hope this investment and redesign will contribute to the continued success of both brands for years to come.”

The new Fox’s Glaciers packaging draws on the brand’s rich history, re-introducing design elements from its past such as its bright blue hue and the ‘accept no imitations’ strapline, to remind consumers to look for the very best.

The design also gives the nation’s favourite polar bear a fresh new look, and has also subtly referenced his counterpoint, Fox, from the original cartoons and TV adverts.

New to packs is the addition of ‘100 Years of Taking it Slow’, a nod to the brand’s heritage and expertise in creating premium, long lasting sweets.

“Our relaunch celebrates Fox’s rich heritage while also introducing the brand to a new generation,” said Alice Thorpe, Senior Brand Manager at Valeo Snack Foods.

“Valeo is set to invest seven figures in Fox’s this year with an integrated through the line campaign, ‘Satisfyingly Long Lasting’.

“This campaign celebrates the joy of taking a satisfyingly long lasting moment to yourself during the hustle and bustle of daily life, and savouring a Fox’s sweet as an enjoyable pick me up.

“With 91% brand recognition, Fox’s deserves its iconic reputation and this investment is about bringing it front of mind for today.

“We’ll be announcing an exciting programme of NPD for the Fox’s brand soon too, that come in single face shelf ready cases in order to help retailers manage space on shelf.”

The rebrand was managed with sustainability in mind, enabling a plastic reduction of more than ten per cent. And in order to broaden appeal, Fox’s has taken the opportunity to highlight on pack that its products are vegan friendly.

A robust programme of retailer support activity will include TV, print, online and in store advertising, and in July, consumer sampling will take place via Degustabox.

The second brand to get a makeover is Poppets, which is currently in growth year on year thanks to its broad appeal and accessible price point.

The newly re-imagined Poppets packaging has a modern feel with a bold, impactful logo. Available in a unique single-serve cardboard carton or a sharing pouch format, the packaging will utilise primary colours to ensure shelf standout and show off Poppets’ many different centres.

The Poppets range is also set to expand, giving consumers new and exciting ways to get that little chocolate hit. A new Salted Caramel flavour has widespread appeal as a growing flavour profile, and Poppets Mix Ups feature a selection of flavours in one pack.

It offers a range of family favourites (Toffee, Salted Caramel, Crunchy Maltballs and Chocolate Balls) for an element of surprise, but none of the polarising flavours you might find in other, similar offerings on the market.

A programme of marketing support, in store and online, is planned for Poppets to drive consumers to pick up this icon of the confectionery category, which enjoys huge brand awareness.

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