Chilli UK was appointed to the project by Butterkist owner Tangerine Confectionery in October 2009, having worked on the Butterkist brand since the previous February. It was tasked with creating packaging that would reflect the luxury positioning of the brand.
The new range comprises two toffee popcorn variants/ clusters with pecan and almonds, and coated with thick milk chocolate.
Maria Townsend, senior brand manager at Butterkist, says the company has identified the premium sector as being an opportunity for a brand extension.
She adds, ’We wanted our luxury range to shout sophistication and indulgence, and that’s exactly what the packs do. Not only do they have a real stand-out, they also reflect the versatile nature of the products.’
David Whittle, managing director of Chilli UK, says, ’The design remains true to the brand values – fun, exciting and energetic – but it takes them to the next level with a more stylish and sophisticated pack to convey [the idea of being] the ultimate indulgent snack.’
He adds that the metallised film pack ensures the popcorn ’looks and feels like a luxury product’.
The new premium range is set to launch in stores in September.