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Elmlea whips up fresh new pack design

Elmlea, the dairy cream alternative brand from Unilever UK, has refreshed its entire portfolio with a bright new pack design. The refresh is being supported with a six figure marketing spend and is available to retailers now.

The new Elmlea packaging displays a cleaner, bolder and brighter look to highlight the ‘foodie’ credentials to consumers as well as increase visibility and standout on shelf. Just in time for the summer season, an accompanying consumer print campaign will run from June to September and will tap into seasonal dessert occasions and the quintessential English Wimbledon tournament.

Jolanda Wells, Assistant Brand Manager for Elmlea, comments: “Summer is a key season for the brand, with volume sales increasing by an average of 15% throughout this time. The redesign brings a fresh, modern feel to the whole range, to draw new consumers to the fixture and increase awareness among its existing users.

The new print campaign is the first for Elmlea in 10 years, and with it, we hope to drive repeat purchase and overall sales for retailers through the warm weather.”

The Elmlea range RRPs* from £0.83 for Elmlea Single and Elmlea Single Light 284ml to £2.14 for Elmlea Double 568ml.

[1]IRI Data volume sales 4 w/e Feb – May 2011 vs 4 w/e June – September 2011

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