Maldon Salt is getting a major makeover.
The posh salt brand has been given a new look, complete with bold green and orange diamond patterns, with the new packs set to roll out from July.
The use of colour – orange has been used to indicate that the SKU is smoked – would allow “for improved product segmentation and consumer recognition in the range”, said Maldon. Its core salt will use green, while its pepper will use black and greys.
The new look “had to respect our past” while embracing the future, said the brand’s MD Steve Osborne. “The striking new look and feel will ensure we stand out on shelf, inspire new audiences and retain pride of place on dining tables across the globe.”
The packs will also feature a QR code linking shoppers to the brand’s new website.
The relaunch will be backed by a multichannel push spanning in-store activations, online and print advertising, social media support centred on recipe development and tie-ups with “high-profile influencers and chefs” such as Ben Tish.
The push will also comprise brand partnerships, giveaways and a charitable link-up with Hospitality Action.