Hilltop undergoes major rebrand and appoints new marketing director

By Bethan Grylls

- Last updated on GMT

Hilltop Honey hopes to hit a sweet spot with new rebrand and marketing lead
Hilltop Honey hopes to hit a sweet spot with new rebrand and marketing lead

Related tags Investment Product launches

The honey brand’s fresh new look marks a major milestone in Hilltop’s sustainability journey as it introduces squeezy bottles made from 100% RPET plastics and bespoke jars from 60% recycled glass.

Two years in the making, Hilltop is set to debut its new branding in UK supermarkets this June, supported by a multi-channel marketing campaign.

The rebrand introduces a new colour theme and new packaging, with the company having worked with award-winning design agency Big Fish on its design, positioning, identity and strategy.

Hilltop says it intends to ‘revolutionise’ the honey category and has already been playing with creative ideas with the roll out of its chill-infused hot honey in Tesco stores earlier this year.

Overall, its goal is to show consumers that honey is not just a breakfast staple, but a versatile craft ingredient that can enhance ‘any moment’.

Commenting on the new approach, managing director, Scott Davies, said: “This rebrand gives us the license to premiumise the Honey fixture and most importantly it makes us a table-worthy brand.

“We are doubling down on everything from brand investment, marketing, capacity, and most importantly our supplier knowledge and capability to bring consumers the best-tasting honey, at the best pricing, along with innovation in function and format. This will enable honey to be thought about more at every occasion through the day.”

The business is already making a mark, creating £2.3m growth in a flat category and said to be outperforming the category (+21.5% v +2%) and outpacing competitors in value and volume growth (circana total market MAT to 18/02/24).

Alongside its rebrand, Hilltop has also made significant changes and investments to its senior team, including the appointment of Kate Utting, it’s new marketing director.

Utting’s experience stretches across brands such as PepsiCo and Gü, and she expressed her excitement on joining Hilltop at “such a pivotal time” ​in its journey.

“There is a significant opportunity to revitalise and reinvigorate the category in the UK, and we’ll lead the way with a new brand vision and a robust calendar of NPD & activation,”​ she added.

The appointment is part of a big investment into sales and marketing, which will double last year's advertising investment in a bid to grow the brand.

In other news, the food and drink sector has been left feeling disappointed on the UK Government's awaited details around the common user charge rates and eligibility.

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