Butterkist popcorn gets hot new branding from Chilli UK

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by Stephen Chapman

Leeds based brand design agency Chilli UK has revamped iconic popcorn brand Butterkist's packaging and product presentation.

The company was tasked with modernising the brand identity, whilst still retaining Butterkist’s well-established brand assets.

“The research showed that the UK has a lot of affection for Butterkist and the challenge was to bring its strong brand identity into 2017 without losing its values - and we’re confident the new packaging will bring Butterkist continued success," explained Scott Wardle, creative director at Chilli UK.

It follows a previous brand revamp in 2015 and the new packaging has been created to offer a cleaner, modern look brought to life through a vibrant colour palette.

“The new pack brings the brand essence to life through a bolder, fresher and more contemporary look, and communicates Butterkist’s irresistible taste and fun personality” added Anjna Mistry, senior brand manager at Butterkist.

“Each flavour is colour-coded for clearer differentiation, providing greater shelf stand-out and ease of fixture navigation."

The new packaging is set to launch in ASDA, with a full UK supermarket rollout to follow.