Silver Spoon rebrands with new, baking-friendly packaging

Silver Spoon has rebranded and introduced new packaging of its entire range of sugars. The brand’s new look packs have been redesigned to help customers choose the best sugar for their needs.

As the UK’s best-selling sugar brand – present in half of British households – Silver Spoon is appealing to a nation of bakers who depend on the home-grown British sugar.

Silver Spoon’s new packaging has been designed to make it clearer and easier for consumers to buy the best sugar for their needs.

Baking is recognised as a national pastime – Silver Spoon’s recent consumer research found that 80% of British consumers have baked at least once in the past 12 months. 62% of British bakers prefer to bake from scratch, but shoppers often don’t know which is the best sugar for them. So Silver Spoon has introduced usage visuals onto the front of pack to help consumers quickly select which sugar is most appropriate for their need.

Caster sugar now features a fluffy and light Victoria sponge, whilst Icing sugar features delicious buttercream icing, and light brown soft showing chewy chocolate chip cookies. The new packs retain known variant colours – pink for icing sugar and yellow for caster sugar for example – to help consumers shop the category more quickly and easily.

Silver Spoon is keen to promote its 100% British heritage, from field to spoon. All Silver Spoon sugar remains 100% British from field to spoon, with all our sugar beet grown in the UK, by British farmers. We continue to be committed to supporting British farmers and British sugar production, as we have done now for over 50 years. The new packaging will still be made from Forest Stewardship Council certified paper and will be widely recyclable.

Tim Albert, marketing director at Silver Spoon said: “This is a milestone moment for our much-loved brand. Our new clear, colourful and intuitive packaging will help customers find exactly what they need quickly and more easily.”

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