The design agency said it has given Weight Watchers a “vibrant and appetising” new packaging look.
Set to be one of the biggest grocery relaunches of the year, the new design will make its debut this week nationwide.
The new design has been applied to the Weight Watchers UK Foods portfolio (excluding WWFH products), which includes over 250 packs across 40 categories, and is set to make a massive impact on shelf.
A £2m advertising and marketing campaign to support the relaunch also kicks off this month.
According to Blue Marlin, the new look features an eye-catching shade of blue and will help the packs stand out on shelf.
The design agency also said that research proves the new pack design has significantly more appeal across all consumer groups, makes it easier to find Weight Watchers products in-store, increases modernity and consumer relevance and consumers say they feel more positive towards Weight Watchers Foods.
Weight Watchers UK commercial director Chris Stirk commercial director said: “This is an exciting time for the brand, coupled with an ongoing programme of NPD and the success of the recent ProPoints programme, the packaging refresh will play a significant role in showcasing the diversity of the Weight Watchers portfolio.”
Blue Marlin London creative director Simon Pendry added: “The redesign of Weight Watchers was a mammoth task involving a huge number of SKUs.
“It is a wonderful brand with great heritage and a really strong emotional context – food is so wrapped up with feelings of indulgence, nurture and pleasure.
“The new look reflects the brand’s ability to give people the freedom to enjoy delicious food while managing their weight. It’s light, bright and instantly recognisable.”
Weight Watchers is the number one brand within the £2.3bn low calorie category, with a total brand value of over £327m, according to research group Kantar.
