Abrosia packaging redesign

Over the next month or so, Ambrosia is set to release a packaging redesign onto its famous custard and rice pudding products, amongst the others in its range.

The new design, aimed at promoting the brands Devonshire roots, is hoping to appeal to customers in the rural areas of the country by reinforcing the brand's "heart of the nation" message.

The new design of the popular range has drawn inspiration from Lifton, the village where the products are produced and packaged. The new packaging and food labelling contains images of Lifton, with the intent to portray the 'homely' and original aspects of the brand.

Ambrosia have been keen to continue to use the same Ambrosia logo that many of us have become familiar with, and have instead chosen make the backdrop of the label their main focus. The food products themselves have not changed, nor has the size of the can.

The Ambrosia logo remains the same and the cans are the same size and look as before but the design of the backdrop is what has undergone the major re-design.

Whilst Ambrosia is keen to enhance its message of being a 'family run business', it is also looking to attract new customers to its product range.

The intention of the packaging redesign is also linked closely to on-shelf appearance, with the aim of making the range stand out more to the customer.