Blue Marlin design agency provides major packaging rebrand for Weight Watchers U.K. to increase shelf presence, modernity, consumer relevance; relaunch includes over 250 new packs

Kendall Sinclair

Kendall Sinclair

Apr 3, 2012 – Industry Intelligence

LOS ANGELES , April 3, 2012 () – Design agency Blue Marlin has completed a major packaging rebrand for Weight Watchers International Inc.’s UK Foods portfolio, which it says will boost the line’s shelf presence, consumer relevance and modernity, Packaging News reported on April 3.

The new designs will debut the week of April 1 across the U.K. and include over 250 new packs from 40 different categories, excluding the Weight Watchers for Heinz products.

The rebrand is set to be one of the largest grocery relaunches of 2012, reports Packaging News.

According to Blue Marlin, the designs will add appeal across all consumer groups and increase shelf-presence with a new light blue shade. Research further showed that consumers said they felt more positive about the Weight Watcher’s label with the new pack design, said the agency.

Weight Watchers also plans to launch a £2 million (US$3.19M) advertising and marketing campaign in April to support the rebranding.

According to Kantar research group, Weight Watchers is the No. 1 low calorie category brand with a total value of over £327 million within the £2.3 billion industry, Packaging News reported.

The primary source of this article is Packaging News, London, England, on April 3, 2012.

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