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New look for old favourites, Tyne and Chesswood

16 August 2011

Three of the UK's oldest and most iconic retail brands, Tyne, Chesswood and Westlers, have gone through an image overhaul, updating their packaging to appeal to a new generation of customers

The Tyne brand has been on shop shelves since 1903, and first became a family favourite during World War One. A new packaging design has been adopted to modernise the brand, whilst retaining existing consumers.

The new packs boast a cleaner label design and improved photography with a strong focus on the product and serving suggestions. The range has been rebranded 'Tyne Classic' to reflect the nine classic recipes in the range including Chilli Con Carne, Irish Stew and Chicken Casserole.

The new label is designed to appeal to core consumers of hot canned meats, who are looking for taste and value for money. The new cans carry a price mark of £1.29 so consumers can have confidence they are receiving value for money.

Chesswood is a long-standing canned mushroom favourite, best known for its use as a filling for occasional food such as vol-au-vents. The brand update for Chesswood was designed to reflect the brand's added value and convenience.

The new graphics were designed to indicate the product's journey from raw material to finished product with images of freshly picked mushrooms alongside images of the final product, grouped around a new brand logo with the strapline 'Mushrooms Made Simple'.

The photography has been designed to show Chesswood Creamed Mushrooms as a tasty everyday snack as opposed to an occasional ingredient, in order to broaden the appeal of the product to a younger audience.

Westlers Hamburgers, Meatballs and Bean meals have all undergone a significant re-design in order to improve the product's appeal on pack by targeting each meal to their relevant consumer and to make the brand stand out in a busy product category. The new packaging focuses on communicating three crucial brand elements; convenience, quality and value.

The Bean Meal and Hamburger ranges have a common message 'mealtimes made easy!' running throughout, emphasising the convenience of the product as a quick and easy meal side or solution for time-pressed consumers.

Photography and typography have been improved in order to appeal to the target audience. Typography for the Beans & Sausage meal has a soft edge to appeal to a younger audience, while All Day Breakfast uses bolder sharper fonts to communicate to a more grown-up market.

Packs are also available with price marks for the independent sector to reassure consumers that the products represent value for money. To differentiate between the adult meals and family products the packs carry flashes targeted at their chosen consumer group, 'BIG EAT' and 'Mum's choice' respectively.

The Westlers Meatball Brand has taken on a radical new direction with the inclusion of fun illustrated characters based around popular childhood themes. In order to create broad appeal, the packages now carry fun images of classic children's characters such as pirates, cowboys and aliens. The packs each have their own character and are designed to be both eye catching to parents whilst conveying the quality of the meatballs.

Robert Burns, Marketing Controller for Malton Foods, trading a Westlers says: "The packaging updates reflect a modernisation of all three brands, and reinforcements of common themes including value, convenience and quality."

The products carrying the new packaging will be on shelf from summer 2011.

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