Flour brand McDougalls has unveiled a packaging and design rebrand across its lines of products.
The refreshed and upgraded packaging includes enhanced visuals and clearer product descriptions, which aim to boost shelf standout and customer engagement.
Additionally, the new packaging design has baking tips and recipes, which is part of the brand’s mission to increase its appeal to home bakers and people cooking from scratch.
McDougalls said it aims to elevate the products to offer a more premium look and design for shoppers, while emphasising that the product is created with 100% British wheat.
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The rebrand and fresh design come as the flour sector has reported a strong performance, with value increasing 2.4% and volume going up 1%.
Lisa Jo Harvey, marketing controller of baking at Premier Foods said: “Category data shows consumers are willing to pay more for quality ingredients.
“Our refreshed look and feel taps into this trend while reinforcing our commitment to bakers and cooks in delivering the best outcomes every time, all whilst driving sales in a thriving sector.”
According to the company, McDougalls has grown ahead of the category at 13%.
McDougalls’ new rebrand will roll out effective immediately across its portfolio, including Plain Flour, Self Raising Flour, 00 Extra Fine Flour, Supreme Sponge Flour, 30% Wholegrain Plain and SR Flour, Thickening Granules and Bread Yeast.
