Walkers Sunbites wins pack design award

Walkers Sunbites has won a Silver Design Business Association (DBA) 'Design Effectiveness' award for its new pack design. 

During the relaunch of Sunbites in 2011, the brand undertook a pack design change which has helped the growth of the brand to see the introduction of 1.2 million new consumers and an increase in penetration from 7.8% to 12.6%. 

The relaunch of Sunbites in 2011 included TV advertising, PR, sampling and digital advertising but according to Ninah research, it was the pack re-design that acted as the largest driver of growth and was the number one lever of the sales uplift (44% uplift due to the pack change). In-store promotions which gave the new packs excellent visibility, was the number two driver. 

The Design Business Association has rewarded Sunbites for their eye-catching pack redesign which communicates the great taste of the product by using colourful illustrations alongside the message 'Tiny moments of extraordinary pleasure'. 

As a result of tempting more consumers to eat Sunbites and given that each Sunbites pack contains a third of your daily recommended allowance of wholegrain, more consumers are eating wholegrain. In fact, the snack delivered 38 million more portions of wholegrain into the UK diet after the relaunch compared to the year before the pack change went into effect. This has led to the Sunbites brand now being worth £22million as compared to £15million at the end of 2010. 

Sunbites are available in Cheddar &Caramelised Onion, Lightly Sea Salted, Sour Cream &Cracked Black Pepper, Oven Roasted Onion &Rosemary and Sun-Ripened Sweet Chilli flavours. 

Source: Pepsico UK