Healthy snacking brand Battle Snacks, unveiled a packaging makeover last week for its portfolio brand Battle Bites on social media, the first visual update for the product since launching 2 years ago, intended to reflect its continued relevance whilst keeping some of its already established identity.
Battle Snacks Director, Kevin Smith adds, “the rebrand is aimed at building brand equity and recruiting new consumers to the brand”, following a recent trial listing in it’s first major supermarket Sainsbury’s.
“This rebrand”, he says “helps communicate quickly to the consumer what the product is, what it looks like, and presents a strong visual flavour cue to the customer all aimed at helping overcome taste barriers.”
The new branding roll out in to stores and online will be a soft staggered transition, with new packaging available over the next few months in 2020.
Kevin adds, “We realise we needed to harmonise the Battle Snacks portfolio products, and this move for Battle Bites feels disruptive for the category, where products typically have a more pharmaceutical look which doesn’t appeal to the new everyday lifestyle buyers.”
The re-brand for Battle Bites isn’t wholesale, its subtle. Kevin says “We realise many shoppers these days, myself included, are time-poor when it comes to navigating our way around a supermarket, so we went clean, clear and more concise with the messaging and iconography. In a split second you can now see what Battle Bites are and what healthy benefit they have (20g protein, less than 3g sugar per bar).”
Further, the new branded packaging will be printed on a high quality thicker corrugated board which allows Battle Snacks to reduce their supply chain packaging by removing the need to use outer cartons in transit. This means less cardboard waste for the brand and their suppliers.
The full new line up, with more flavours slated for release in 2020
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