To ensure its future as a strong player in the butter and spreads market, Anchor has had a major makeover and will be stepping out in new packaging, from 1 July 2004.
The fresh look follows on from Anchor's hard-hitting advertising campaign, which encourages consumers to re-evaluate their purchase decision within the butters and spreads category on the basis of natural ingredients. The clear and contemporary design of the new packs will visibly communicate Anchor's natural credentials.
Caroline Baker, Anchor Brand Manager said: "Anchor is already a key brand within the butters and spreads market, holding an overall number three brand position and a current market value of £73.4m (+1.0% YOY).
"We are currently attempting to bring new consumers into Anchor Spreadable rather than converting users from block and to achieve this, it is essential that on-shelf Anchor Spreadable communicates positively and accurately to those consumers unfamiliar with the Anchor brand. The old packaging wasn't doing this in the current market place, but the clear, simple and modern design of the new packs will.
"The new 250g and 500g packs of Anchor Spreadable and Anchor Block Butter will feature the latest designs and this will enable us to further capitalise on our pedigree and update the more traditional image of the brand."