Kerry Foods is giving its range of Wall’s savoury pastries a packaging makeover to increase shelf standout and drive new sales.
Focusing on celebrating Wall’s heritage, taste and quality, the new packaging is being rolled out to chillers now to also celebrate new additions to the range, as well as improvements to existing lines.
The new, higher quality packaging features a bolder version of the Wall’s logo, paying homage to Wall’s foundation in 1786 by Thomas Wall in London’s St James’ Market, while the taste credentials of the Wall’s pastry range are celebrated with photography and product windows to show off the quality of the food inside.
“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,” explains Richard Tyler, customer marketing controller at Kerry Foods.
“Research shows that quality is the 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 2 Mini Pork Pies, featuring two 50g pies for snacking and sharing (RSP: £1.69), while Wall’s best-selling sausage roll gets more filling in a new 150g Jumbo format (RSP: £1.89) and will be available exclusively through Kerry Foods’ Kerryfresh direct delivery service.
Wall’s Cornish Pasty (RSP: £2.00; 240g) gets a new 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 £1.5m integrated marketing campaign for Wall’s sausages this summer, while the updated pastry range will be supported with POS materials, including shelf edge strips, barkers and posters celebrating ‘Great British Pastry with Wall’s’.
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