giving its range of Wall’s savoury pastries a packaging makeover to increase shelf standout and drive new sales.Focusing on celebrating Wall’s famous Heritage, Taste and Quality, the new packaging is being rolled out to chillers now to also celebrate exciting new additions to the range, as well as great improvements to old favourites.
The new, higher quality packaging features an enhanced and even bolder version of the famous Wall’s logo, paying homage to Wall’s foundation in 1786 by Thomas Wall in London’s St James’ Market, while the great taste credentials of the Wall’s pastry range are celebrated with attention grabbing photography and product windows to show off the high quality food inside.
Richard Tyler, customer marketing controller at Kerry Foods said:
“Food to go is the fastest growing shopper mission in convenience and pastry is the category’s second biggest performer, so it’s absolutely vital that a beacon brand like Wall’s – the number one pork pie and number one sausage roll brand – keeps driving momentum to support that growth.
“Research shows that quality is the single most important influencer for the food to go shopper, while chilled shoppers want the reassurance that famous, trusted and quality brands bring.
“As well as leading the way in grocery, Wall’s pastry is also the fastest growing brand in convenience and the new look across our range will help to further reinforce Wall’s quality credentials and keep driving sales across our range during key sales periods such as the World Cup and beyond.
“We are also confident our new additions and improvements will help to continue growing interest and, ultimately, new sales for retailers.”
New to Wall’s pastry line up is two Mini Pork Pies, featuring two 50g pies designed for snacking and sharing (RSP: £1.69), while Wall’s best-selling sausage roll offering gets even more filling in a new 150g Jumbo format (RSP: £1.89) and will be available exclusively through Kerry Foods’ Kerryfresh direct delivery service.
Meanwhile, Wall’s Cornish Pasty (RSP: £2.00; 240g) gets a new improved recipe and features a special Protected Geographical Indication on-pack flash to celebrate its official status as a ‘Genuine Cornish Pasty’.
Wall’s pastry portfolio will also benefit from the halo effect of a new £1.5m integrated marketing campaign for Wall’s sausages this summer, while the updated pastry range will be supported with bright and vibrant POS materials, including shelf edge strips, barkers and posters celebrating ‘Great British Pastry with Wall’s’.
