Werther’s Original is unveiling a redesign across its portfolio, rolling out to convenience in June.

Established in 1903, Werther’s Original is the world’s largest caramel brand and currently worth £36 million in the UK.

The new packaging, incorporating a modern and vibrant colour scheme, is aimed to enhance on-shelf visibility, simplify shopper navigation of the range, and bring the brand’s timeless appeal into a vibrant new era, said the supplier.

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Andy Mutton, managing director at Storck UK said: “The rebrand comes at a time of strong growth within the sugar category, enabling retailers to capitalise on consumer demand for variety, convenience and sugar-free alternatives. With Werther’s Original being the No.1 traditional sugar confectionery brand in the UK and having the highest brand recognition among sugar confectionery brands this refresh builds on that momentum – injecting new energy into the brand while enhancing its shelf standout. Werther’s Original is now even better positioned to attract shoppers and help retailers drive continued sales growth.

While our look may be new, our dedication to quality and our original, comforting recipe that has become a favourite for millions across generations hasn’t changed. We’ve carefully balanced tradition with everyday relevance to keep Werther’s Original close to consumers’ hearts.”

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