The new packaging is foil-sealed and features a ‘fresh-lock’ lid that has been made easier to open one-handed, without the need to unscrew the cap once the foil is removed. The lid is also large enough to fit a teaspoon.
Schwartz has updated the range’s on-pack claims to focus on the ‘quality and purity’ of the ingredients, while the new transparent label makes it easier for consumers to see when they are running low on the product.
The company also revealed a raft of new additions to its pepper portfolio, ranging in spiciness, including black coarse ground, red and Szechuan.
The brand has also updated the colour and style of each range, with each colour designed to aid consumer navigation and ease-of-use – green for herbs, orange for spices and purple for seasonings. Schwartz has also developed a traffic-light style colour-coded system to highlight whether the flavour is mild, medium or hot.
Nic Yates, head of marketing at Schwartz owner McCormick, said: “This is an incredibly exciting time for Schwartz. Constantly looking to innovate, evolve and update our products, the brand relaunch has allowed us to meet consumer needs and, hopefully, exceed them.
‘Simple solutions and convenience’
“Great flavour and aroma are at the centre of everything we do, giving consumers the best possible experience with our products. We know that our customers want simple solutions and convenience which can make all the difference to their favourite recipes – and this relaunch is the latest answer.”
The launch will be supported by a brand new television advert; outdoor, digital and social media; PR activity; in-store marketing; and ‘experiential amplification’.
Meanwhile, last week, Pladis revealed its Christmas range for 2018, featuring rebranded classics, the return of festive favourites and new product launches.