Twiglets enter danger zone

Twiglets’ identity and packaging have been redesigned by FLB to bring the pack’s look in line with the snack’s “wacky” image.

“Research found the consumer saw the product as having an exciting and eccentric character, like a John Cleese or Mr Bean. But the packaging was likened to John Major,” says Helen Bond, senior product manager of Twig-lets, owned by Jacob’s Bakery.

FLB’s brief was to bridge this gulf in perception and “create a mainstream snack brand which generates a feeling of excitement, danger and mouth-watering anticipation”, adds Bond.

The new black logo on a fiery red background depicts Twiglets in an unexpected environment, to tie in with the Twiglet Zone advertising campaign due for launch in March.

FLB director Sharon North says: “We have tried to give the logo much more personality and a uniquely knobbly feel.” The new packs will be on shelf next week.