Silver Spoon scraps red and white logo with package change

LONDON - Silver Spoon is redesigning its sugar and sweetener packaging for the first time in seven years as it seeks to cement its market leadership.

The British Sugar-owned brand is scrapping its red-and-white lozenge logo and replacing it with a blue-and-white spoon-shaped motif, designed by Jones Knowles Ritchie.

The redesigned packaging will initially be used for Silver Spoon's Granulated, Light, Low Calorie Tablets, Low Calorie Granules and Half Spoon variants. It will be rolled out to the rest of the brand's range by next Easter.

The redesign is part of a wider strategy to build awareness of Silver Spoon's portfolio of alternative sugar and sweetener products.

The rebrand will be supported by an integrated campaign, which will break next spring and has been created by Walsh Trott Chick Smith. The activity will highlight the brand's relationship with "sweetness".

Last year, Silver Spoon advertised on television for the first time in 20 years.

The brand has a 57% share of the UK sugar and sweetener market, which is worth £318m. It is also one of the UK's 50 bestselling grocery brands, according to TNS Superpanel.

The firm's other brands include Crusha milkshake-mix and Treat dessert toppings.

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