Butterkist set for major rebrand

Tangerine Confectionery is rebranding the Butterkist brand in a bid to re-affirm its position as the market leading popcorn brand in the UK.

Taking classic elements from its all American heritage, which dates back to 1914, the new look features striking matt packaging, a new strapline of ‘Butterkist Productions presents…’ and a range of design elements that date back to the golden age of the silver screen. The new packaging aims to reaffirm the connection between popcorn and the cinema experience and this will be supported in a radical repositioning for Butterkist. Focusing on the escapism consumers get from watching films, the modern snack brand aims to make everyday life more like a movie by providing a tasty break from the norm.

Building on the growth seen in the popcorn market, the Butterkist range has been enhanced with the introduction of new flavours and formats, and will appeal to new and old fans alike. Flavours such as cinema sweet and sweet & salted, which have surged in popularity in recent months, have become permanent fixtures in the range. New pack formats and price marked packaging has been developed to provide greater flexibility for retailers, and a wider range of pack sizes, catering to the family sharing market and the portion-conscious consumer, have been introduced to the portfolio.

Tangerine’s investment in its Butterkist popcorn portfolio is the first major investment since the arrival of Graham Hunter and restructure of the senior management team.

Graham Hunter, Tangerine Confectionery’s CEO says, “The Butterkist brand is one of the jewels in the Tangerine portfolio. It’s an exciting time for the brand, and for the popcorn market, which is currently experiencing growth of more that 17% year on year.

“The investment we have made in Butterkist is testament to the belief we have that it will continue to be the number one popcorn choice for consumers. The redesign and new formats will re-invigorate the brand for existing fans and will offer stand out for retailers looking to secure new customers.”

The new designs will be phased into market from late August, and will be supported by an integrated marketing campaign in late 2012/13.