UK food company’s RHM’s Robertson’s jam brand is being relaunched, with a new ‘Fruitier Than Ever’ campaign.

The range is being refreshed with a  pack redesign, in-store promotions and TV sponsorship. 

“Robertson’s is such an important consumer sign-post in the sector that, by investing in the brand, we can refresh the category and keep consumers excited about jam,” said Patrick Finlay, Robertson’s head of marketing. “Currently, only 28% of consumers shopping the jam fixture make a purchase, so our pack redesign is all about offering consumers clear sign-post to make shopping the fixture easier.”

“There are four core flavours in the jam category but it’s still important to keep the jam eating experience interesting for consumers with exciting NPD,” he said. “Our new products have been designed with this in mind – to give consumers their most loved jam flavours with an exciting twist.”

The new range includes new recipes across seven-core flavours with increased fruit content. There are two new flavours; strawberry jam with vanilla, and berries and cherries jam.

There are new label designs, a new deep, striped twist-off cap and product messages on trays. 

NPD and new packs will be rolling out in stores from the end of March, while promotional activity will commence in May.

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By GlobalData