Metcalfe’s brand is relaunched with angel and devil characters

Kettle Foods has announced a major brand relaunch for its entire Metcalfe’s popcorn, Jumbles and ricecakes ranges.

Based on the insight that shoppers are looking for tasty snacks that they don’t have to feel guilty about eating, Metcalfe’s new brand personality is brought to life on boldly coloured packs by angel and devil characters which signal to shoppers that they can still have a tasty snack without the bad feeling that come after indulging.

Sarah Henden, brand manager, says: “The crisps, nuts & bagged snacks category has evolved significantly over the last few years. As one of the original popcorn brands and the innovators of sweet ’n’ salt, it felt only right that Metcalfe’s should lead this change with a brand rejuvenation designed to make it easier and more satisfying for consumers to enjoy tasty snacks they can feel good about eating.”

The new packaging will be phased in over the summer months and supported with a digital campaign running throughout July and August.

“We’ve already had fantastic feedback since our new packs have started appearing in store and we’re confident that with our new positioning, standout pack design and future plans, we’ll bring growth and excitement to the snacks aisle,” adds Henden.