The company said it hoped to shake the negativity surrounding snacking by designing packaging that struck a balance between taste and health benefits.
Working with design agency Jones Knowles Ritchie, Graze’s packaging has ditched its plain brown look and opted for vibrant colours to draw consumers’ eyes.
Commenting on the relaunch, Graze chief executive Anthony Fletcher said: “The rebrand is just one element of our commitment to ongoing innovation across the wider business as we approach our 10-year anniversary.
“We are thrilled to be celebrating with a rebrand that not only encompasses our key brand pillars, but demonstrates how Graze continues to raise the bar when it comes to healthy snacking.”
The new packaging was first launched in May across the manufacturer’s subscription and e-commerce in May and is now being rolled out to retail.