The popular Pretz brand is being relaunched with a new brand identity to target core consumers.
The relaunch will capitalise on an established national brand status with a focus on wider distribution into impulse, food service and convenience. The Pretz brand will sit in the growing ‘healthy indulgent’ category which is being driven my consumer demand for quality and a growing awareness of health.
The growth in indulgent snack purchases is being driven by both men and women demanding more – suggested to be the impact of the ‘foodie’ mentality shaping the snack sector. Consumers are more knowledgeable and therefore more demanding and while women and families drive the healthy snack purchases, men will impact on the growth of the indulgent purchases. Pretz aims to reach both.
Baked rather than fried, Pretz contain just 3.5g of fat per bag yet are packed with intense flavour. Sun Valley has added a new third flavour to the range – a ‘moody and unpredictable’ Jalapeno Chilli. The other varieties are ‘cool and sophisticated’ Sour Cream & Onion and ‘strong and dependable’ Worcester Sauce.
The eye-catching Pretz packaging was designed to do more that focus just on the health message, by making healthier options a lifestyle choice. The brand messages, colour scheme and imagery was designed to appeal to the core target market of younger women, reach the male indulgent audience with the introduction of the Jalenpaeno Chill flavour, and build on the bold identity and sense of fun that Pretz has always had.
Jonathan Barr, Sun Valley Marketing Manager, commented: “We wanted to show people that a healthy snack doesn’t have to be boring and that Pretz are pretzels with a twist! As with our You Are What You Eat range, it is important to us that Pretz becomes a lifestyle decision as much as a brand choice, ticking all the boxes for consumers wanting healthier options and quality products.”
http://www.sunvalley.co.uk/
