Fox’s uses British icons to revitalise confectionery range

Fox’s Confectionery is refreshing two of its flagship brands, XXX Mints and Paynes Poppets, with packaging designs by Pure-Equator and Vibrandt respectively, Design Week can reveal.

Pure-Equator will redesign the packaging for XXX Mints, with a view to launching the new-look brand during the first quarter of next year, says Tracey Mattock, marketing manager at Fox’s Confectionery. ‘The brand is doing very well and we want to bring the packaging up to date,’ says Mattock.

Following the successful relaunch of Paynes Poppets earlier this year, with a retro packaging design by Vibrandt, the packs will also be further refreshed next year with possible alternative seasonal designs, says Mattock. ‘We will continue the retro feel. There is a lot of scope for this design.’

The packs show each Poppets flavour featuring four different front-of-pack designs depicting famous British icons, such as a VW Camper, a conker, a Mini (pictured), a lava lamp and a NatWest Piggy Bank.

The redesigned packs include a portion-control device and are available in toffee, mint, raisin and orange flavours.

Simon Gore, joint managing director at Vibrandt, explains that the design concept is ‘related to nostalgia and is about picking out iconic British images.’

Pure-Equator and Vibrandt are on Fox’s Confectionery’s design roster. Last year, Pure-Equator also redesigned the logo, packaging and on-pack graphics for Just Brazils to create a more premium look for the confectionery range (DW 1 September 2005).

Big Bear acquired Fox’s Confectionery from Northern Foods in September 2003. Fox’s Confectionery was bought by Northern Foods in 2001, which saw the introduction of Paynes Poppets and Just Brazils into the company’s sweet portfolio.

Fox’s Confectionery began as a wholesale grocery and confectionery business, set up by Walter Richard Fox in a Victorian warehouse in Leicester in 1880.

Fox’s Confectionery:

2001 – Northern Foods acquired Fox’s Confectionery

2003 – Big Bear acquired Fox’s Confectionery from Northern Foods

2005 – Just Brazils relaunch

2006 – Paynes Poppets relaunch

2007 – Refresh designs for Paynes Poppets and XXX Mints

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