Sugar distributor Napier Brown has opted for a resealable, stand-up pouch format designed by Leahy Brand Design (LBD), for the launch of its Whitworths for Baking range this spring.
Targeting the growing home baking market in the UK, the presentation is a response to research carried out by Napier Brown that identified spillage and wastage from packs splitting and being difficult to store as the main consumer frustration with existing sugar packaging.
Whitworths for Baking consists of six high quality baking sugars – fine caster, superfine icing, fine demerara, crunchy demerara, light soft brown and dark soft brown sugar. A new ‘Twist and Sprinkle’ icing sugar mill featuring a built-in sieve is also being launched.
Each pack is colour coded allowing consumers to easily distinguish between the different types, and the packs also give advice on what sugars are best for which types of recipe.
Each packet comes with a recipe on the back, from chocolate brownies to brown sugar shortbread, the ultimate Victoria sponge cake to a recipe for classic vanilla buttercream.
Tim Leahy, MD at LBD said: “The Whitworths for Baking brand needed a memorable story, one that is accessible, helpful and communicates innovation.
“Our core idea was to simply tell the story of ‘Whitworths is happiness’ – after all it’s the simple pleasures in life that make us happy, and home-baking is one of those.
"We explored a wide range of packaging structure options with the resealable stand-up pouch being favoured for its convenience, freshness and impact, and the sprinkler drum for its pleasure and ease of use.”
Whitworths for Baking Icing Sugars Whitworths for Baking Dark Brown Sugar
