UK confectionery maker Monkhill Confectionery has announced the re-launch of its classic Butterkist popcorn range, which will be on-shelf at the end of April 2005 supported by a six-figure marketing campaign.

Monkhill Confectionery is a division of Cadbury Trebor Bassett, which is in turn a subsidiary of UK confectionery and soft drinks giant Cadbury Schweppes.

The company said it has updated and modernised the brand’s iconic logo, which is now heart-shaped “to emphasise the UK’s love of popcorn”. In addition, new packaging designs have been introduced, including new bag shapes and improved on-pack communication to include images of popcorn.

The Butterkist re-launch also includes a new recipe for its Toffee flavour popcorn, to make it creamier.

Monkhill said it decided to invest in its Butterkist brand following a year-long research programme that highlighted a growing trend towards home entertainment and an increased consumer desire to replicate the cinema experience at home.