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.

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