The sweets come in five individual flavours which, when combined, create new flavours. So cinnamon and lime create cola, orange and banana create bubblegum and raspberry and lime create pink lemonade.
Pearlfisher says the pack design was created to show how the sweets work together and uses the strapline ‘what’s your fruity formula’.
Natalie Chung, creative director at Pearlfisher, says, ‘The identity is bold and bright to draw immediate interest to the brand and create a feeling of convivial enjoyment with the design highlighting the “puzzle” element and clearly indicating how the different flavour combinations can be enjoyed.’
Chung worked with creative partner Jonathan Ford, strategy director Yael Alaton and designer Jamie Nash on the project.
Guzzle Puzzle is going on sale in Asda stores initially before rolling out to other retailers next month.