BRANDING: Canderel seeks premium repositioning

Canderel, the UK's number one sweetener brand, is attempting to change consumers' perceptions of the category with a new pack design to position the product as a premium item.

Owner Merisant UK instructed Dragon to look at Canderel's brand identity and examine what it could do to buck the trend of falling sales in the sweetener sector.

While keeping the logo red, Dragon decided that changing the background from white to silver would better reflect the brand's aspirational quality and leadership position.

The new identity encompasses the whole range, including jars, sachets and dispensers, and will appear on shelves from this week.

According to Taylor Nelson Sofres, more than 33 million packets of sweetener, worth a total of almost £62m, were sold in the year to October 2000, but a year later this had dipped to just over 31 million (£57.4m). By October this year, fewer than 31 million packs were sold. The market is now worth £55.8m and, though decline is slowing and more households have bought sweeteners in the past year, they are buying fewer, less often.

Mintel suggests the sales dip is due to the decline in home baking and consumption of hot drinks at home, the increasing popularity of soft drinks and convenience foods, the growth of eating out and health messages about eating less sugar. It says the market for sugar and sweeteners has fallen by 25% in value terms since 1995.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message