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In an age where consumers make increasingly rapid decisions on the brands that they engage with, getting identity right and using appropriate technology to deliver marketing and physical packaging are important factors, as Neill Barston examines T The past few years have seen a significant array of technological breakthroughs influencing many aspects of manufacturing within the confectionery sector. Notably, developments within printing and branding have made headlines including advanced digital services, as well as witnessing an ever-more elaborate range of packaging designs emerge to meet customers demands around the world. But equally importantly, brands themselves have, in a number of notable instances been undergoing changes that often signal a fundamental shift in activity or direction of their businesses. Such moves can potentially radically reshape the fortunes of a business in re-aligning it with target audience expectations, or the requirements of a younger generation of consumers that require some fresh impetus to stimulate that all-important brand buy-in. came about as the business has sought to further distance itself from its founding business-sugar, which, despite some public perception to the contrary, is no longer involved with, and is operated as an entirely different entity. Helen Bass, global head of marketing & Insights, Tate & Lyle, believed that its image overhaul was a welcome move that will help the company, which has more than 160 years history, in its bid to refresh its overall message to its large international base of While many wider industry analysts will note that a brand refresh simply for the sake of it, or completely out of the blue - such as with social media platform Twitter some- what randomly becoming X without any serious formal consultation with core audi- ences can prove a highly risky manoeuvre, it's widely acknowledged that re-imagining a product can pay dividends if it's done in a structured and considered manner. Indeed, the pandemic had in fact allowed many companies to refresh their purpose. mission statement, or direction of travel as business in terms of their respective industry offerings. Key rebrand A recent global example of this occurred sector customers. She said: "As the design work was evolv ing, we discovered very early on the incredible power of having an 'and'- an ampersand - in our name. It is not just distinctive but communicates that Tate & Lyle can, and does, bring more. It shows a continuous curiosity and restlessness to solve challenges, go the extra mile and/ Together towar exceed its own and others' expectations in the broader world. Therefore the power of and became a key part of the design. "This rebrand is not just a new logo or colours, it is a beacon of change for our organisation, creating a distinctive new brand, one powerful narrative, that stands out and brings it to life for ourselves and our customers." Similarly, Danish-based Chr. Hansen Natural Colours also made a relatively recent transition to a new identity as Oterra (below), which it asserted was down to its sustainability focus. As it noted, its revamped identity was inspired by the Latin word for earth. The rebranding reflects the company's commit- ment to provide the world with colours from natural sources, and contribute to food that is natural, authentic, safe and sustainable. Confectionery Production spoke to the Oterra Welcome to world F6 F7 F8 W F9 F10 F11 J+ 28 F12 F6 business at Gulfood Manufacturing to The reception to our new branding has been amazing, it's been like a start-up on steroids, amounting to a 150 years of legacy pushed into a new brand, and we've had a really good reaction from people," explained Henrik Damstrup (pictured right of main image on left page), of the business. In terms of finished product, we recently reported on the decision of US independent chocolate maker Scharffen Berger Chocolate Maker, to undergo its own rebranding exercise. This led to the extension of its existing lines, and according to the business, also enabled the company to take on new staff and drive it forward with real creativity. Meanwhile, within the UK, as we reported last month, some additional creative branding and marketing strategies may well be heading the way of the iconic Rococo and Prestat luxury chocolate firm, with the appointment of Chantal Coady, as its new brand ambassador, as the company seeks to extend its reach further. Clearly, standing still in any sector is never an option, so it is refreshing to witness companies examining their core appeal and seeking to engage with differing markets around the world through a clever mix of targeted ad campaigns through major social media platforms such as Tik Tok and Instagram, as well as broader strategic mar keting to ensure that brands stay as relevant as they possibly can. Printing developments As far as printing within the sector is con cerned, Domino has been among the most active in the segment in terms of bringing froward new solutions to help brands push their operating standards. The company used this year's Interpack a BREAKS by SCHARFFEN BERGER 43 DAT MILK CHOCOLATE with COCONUT SUGAR SALTED ALMOND BARK Scharffen Berger Chocolate maker recently invested in new packaging and branding for its business Consequently, its Interpack showcase included a range of complementary solu tions-from product printing to automa- tion, production handling, and verifica tion aimed at reducing hidden causes of manufacturing waste while protecting end consumers and brand value. Among its focuses were its ribbon, ink, and laser-based technologies for printing onto new recyclable mono-material pack- aging films, designed to support manufac turers looking to reduce their impact by choosing sustainable packaging materials. It also highlighted products for printing on secondary packaging-aiding manufac turers reduce pre-printed cartons and labels -including thermal inkjet, piezo inkjet, and print and apply technologies. + ☆ % 5 Ju Λ 6 F7 4 F9 F10 F8 & 89 <+ * ∞ 7 8 F11 EB F12 2 ส 9 0 Fn Lock

In an age where consumers make increasingly rapid decisions on the brands that they engage with, getting identity right and using appropriate technology to deliver marketing and physical packaging are important factors, as Neill Barston examines T The past few years have seen a significant array of technological breakthroughs influencing many aspects of manufacturing within the confectionery sector. Notably, developments within printing and branding have made headlines including advanced digital services, as well as witnessing an ever-more elaborate range of packaging designs emerge to meet customers demands around the world. But equally importantly, brands themselves have, in a number of notable instances been undergoing changes that often signal a fundamental shift in activity or direction of their businesses. Such moves can potentially radically reshape the fortunes of a business in re-aligning it with target audience expectations, or the requirements of a younger generation of consumers that require some fresh impetus to stimulate that all-important brand buy-in. came about as the business has sought to further distance itself from its founding business-sugar, which, despite some public perception to the contrary, is no longer involved with, and is operated as an entirely different entity. Helen Bass, global head of marketing & Insights, Tate & Lyle, believed that its image overhaul was a welcome move that will help the company, which has more than 160 years history, in its bid to refresh its overall message to its large international base of While many wider industry analysts will note that a brand refresh simply for the sake of it, or completely out of the blue - such as with social media platform Twitter some- what randomly becoming X without any serious formal consultation with core audi- ences can prove a highly risky manoeuvre, it's widely acknowledged that re-imagining a product can pay dividends if it's done in a structured and considered manner. Indeed, the pandemic had in fact allowed many companies to refresh their purpose. mission statement, or direction of travel as business in terms of their respective industry offerings. Key rebrand A recent global example of this occurred sector customers. She said: "As the design work was evolv ing, we discovered very early on the incredible power of having an 'and'- an ampersand - in our name. It is not just distinctive but communicates that Tate & Lyle can, and does, bring more. It shows a continuous curiosity and restlessness to solve challenges, go the extra mile and/ Together towar exceed its own and others' expectations in the broader world. Therefore the power of and became a key part of the design. "This rebrand is not just a new logo or colours, it is a beacon of change for our organisation, creating a distinctive new brand, one powerful narrative, that stands out and brings it to life for ourselves and our customers." Similarly, Danish-based Chr. Hansen Natural Colours also made a relatively recent transition to a new identity as Oterra (below), which it asserted was down to its sustainability focus. As it noted, its revamped identity was inspired by the Latin word for earth. The rebranding reflects the company's commit- ment to provide the world with colours from natural sources, and contribute to food that is natural, authentic, safe and sustainable. Confectionery Production spoke to the Oterra Welcome to world F6 F7 F8 W F9 F10 F11 J+ 28 F12 F6 business at Gulfood Manufacturing to The reception to our new branding has been amazing, it's been like a start-up on steroids, amounting to a 150 years of legacy pushed into a new brand, and we've had a really good reaction from people," explained Henrik Damstrup (pictured right of main image on left page), of the business. In terms of finished product, we recently reported on the decision of US independent chocolate maker Scharffen Berger Chocolate Maker, to undergo its own rebranding exercise. This led to the extension of its existing lines, and according to the business, also enabled the company to take on new staff and drive it forward with real creativity. Meanwhile, within the UK, as we reported last month, some additional creative branding and marketing strategies may well be heading the way of the iconic Rococo and Prestat luxury chocolate firm, with the appointment of Chantal Coady, as its new brand ambassador, as the company seeks to extend its reach further. Clearly, standing still in any sector is never an option, so it is refreshing to witness companies examining their core appeal and seeking to engage with differing markets around the world through a clever mix of targeted ad campaigns through major social media platforms such as Tik Tok and Instagram, as well as broader strategic mar keting to ensure that brands stay as relevant as they possibly can. Printing developments As far as printing within the sector is con cerned, Domino has been among the most active in the segment in terms of bringing froward new solutions to help brands push their operating standards. The company used this year's Interpack a BREAKS by SCHARFFEN BERGER 43 DAT MILK CHOCOLATE with COCONUT SUGAR SALTED ALMOND BARK Scharffen Berger Chocolate maker recently invested in new packaging and branding for its business Consequently, its Interpack showcase included a range of complementary solu tions-from product printing to automa- tion, production handling, and verifica tion aimed at reducing hidden causes of manufacturing waste while protecting end consumers and brand value. Among its focuses were its ribbon, ink, and laser-based technologies for printing onto new recyclable mono-material pack- aging films, designed to support manufac turers looking to reduce their impact by choosing sustainable packaging materials. It also highlighted products for printing on secondary packaging-aiding manufac turers reduce pre-printed cartons and labels -including thermal inkjet, piezo inkjet, and print and apply technologies. + ☆ % 5 Ju Λ 6 F7 4 F9 F10 F8 & 89 <+ * ∞ 7 8 F11 EB F12 2 ส 9 0 Fn Lock

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In an age where consumers make increasingly rapid decisions on the brands that they engage with, getting identity right and using appropriate technology to deliver marketing and physical packaging are important factors, as Neill Barston examines T The past few years have seen a significant array of technological breakthroughs influencing many aspects of manufacturing within the confectionery sector. Notably, developments within printing and branding have made headlines including advanced digital services, as well as witnessing an ever-more elaborate range of packaging designs emerge to meet customers demands around the world. But equally importantly, brands themselves have, in a number of notable instances been undergoing changes that often signal a fundamental shift in activity or direction of their businesses. Such moves can potentially radically reshape the fortunes of a business in re-aligning it with target audience expectations, or the requirements of a younger generation of consumers that require some fresh impetus to stimulate that all-important brand buy-in. came about as the business has sought to further distance itself from its founding business-sugar, which, despite some public perception to the contrary, is no longer involved with, and is operated as an entirely different entity. Helen Bass, global head of marketing & Insights, Tate & Lyle, believed that its image overhaul was a welcome move that will help the company, which has more than 160 years history, in its bid to refresh its overall message to its large international base of While many wider industry analysts will note that a brand refresh simply for the sake of it, or completely out of the blue - such as with social media platform Twitter some- what randomly becoming X without any serious formal consultation with core audi- ences can prove a highly risky manoeuvre, it's widely acknowledged that re-imagining a product can pay dividends if it's done in a structured and considered manner. Indeed, the pandemic had in fact allowed many companies to refresh their purpose. mission statement, or direction of travel as business in terms of their respective industry offerings. Key rebrand A recent global example of this occurred sector customers. She said: "As the design work was evolv ing, we discovered very early on the incredible power of having an 'and'- an ampersand - in our name. It is not just distinctive but communicates that Tate & Lyle can, and does, bring more. It shows a continuous curiosity and restlessness to solve challenges, go the extra mile and/ Together towar exceed its own and others' expectations in the broader world. Therefore the power of and became a key part of the design. "This rebrand is not just a new logo or colours, it is a beacon of change for our organisation, creating a distinctive new brand, one powerful narrative, that stands out and brings it to life for ourselves and our customers." Similarly, Danish-based Chr. Hansen Natural Colours also made a relatively recent transition to a new identity as Oterra (below), which it asserted was down to its sustainability focus. As it noted, its revamped identity was inspired by the Latin word for earth. The rebranding reflects the company's commit- ment to provide the world with colours from natural sources, and contribute to food that is natural, authentic, safe and sustainable. Confectionery Production spoke to the Oterra Welcome to world F6 F7 F8 W F9 F10 F11 J+ 28 F12
Transcribed Image Text:In an age where consumers make increasingly rapid decisions on the brands that they engage with, getting identity right and using appropriate technology to deliver marketing and physical packaging are important factors, as Neill Barston examines T The past few years have seen a significant array of technological breakthroughs influencing many aspects of manufacturing within the confectionery sector. Notably, developments within printing and branding have made headlines including advanced digital services, as well as witnessing an ever-more elaborate range of packaging designs emerge to meet customers demands around the world. But equally importantly, brands themselves have, in a number of notable instances been undergoing changes that often signal a fundamental shift in activity or direction of their businesses. Such moves can potentially radically reshape the fortunes of a business in re-aligning it with target audience expectations, or the requirements of a younger generation of consumers that require some fresh impetus to stimulate that all-important brand buy-in. came about as the business has sought to further distance itself from its founding business-sugar, which, despite some public perception to the contrary, is no longer involved with, and is operated as an entirely different entity. Helen Bass, global head of marketing & Insights, Tate & Lyle, believed that its image overhaul was a welcome move that will help the company, which has more than 160 years history, in its bid to refresh its overall message to its large international base of While many wider industry analysts will note that a brand refresh simply for the sake of it, or completely out of the blue - such as with social media platform Twitter some- what randomly becoming X without any serious formal consultation with core audi- ences can prove a highly risky manoeuvre, it's widely acknowledged that re-imagining a product can pay dividends if it's done in a structured and considered manner. Indeed, the pandemic had in fact allowed many companies to refresh their purpose. mission statement, or direction of travel as business in terms of their respective industry offerings. Key rebrand A recent global example of this occurred sector customers. She said: "As the design work was evolv ing, we discovered very early on the incredible power of having an 'and'- an ampersand - in our name. It is not just distinctive but communicates that Tate & Lyle can, and does, bring more. It shows a continuous curiosity and restlessness to solve challenges, go the extra mile and/ Together towar exceed its own and others' expectations in the broader world. Therefore the power of and became a key part of the design. "This rebrand is not just a new logo or colours, it is a beacon of change for our organisation, creating a distinctive new brand, one powerful narrative, that stands out and brings it to life for ourselves and our customers." Similarly, Danish-based Chr. Hansen Natural Colours also made a relatively recent transition to a new identity as Oterra (below), which it asserted was down to its sustainability focus. As it noted, its revamped identity was inspired by the Latin word for earth. The rebranding reflects the company's commit- ment to provide the world with colours from natural sources, and contribute to food that is natural, authentic, safe and sustainable. Confectionery Production spoke to the Oterra Welcome to world F6 F7 F8 W F9 F10 F11 J+ 28 F12
F6 business at Gulfood Manufacturing to The reception to our new branding has been amazing, it's been like a start-up on steroids, amounting to a 150 years of legacy pushed into a new brand, and we've had a really good reaction from people," explained Henrik Damstrup (pictured right of main image on left page), of the business. In terms of finished product, we recently reported on the decision of US independent chocolate maker Scharffen Berger Chocolate Maker, to undergo its own rebranding exercise. This led to the extension of its existing lines, and according to the business, also enabled the company to take on new staff and drive it forward with real creativity. Meanwhile, within the UK, as we reported last month, some additional creative branding and marketing strategies may well be heading the way of the iconic Rococo and Prestat luxury chocolate firm, with the appointment of Chantal Coady, as its new brand ambassador, as the company seeks to extend its reach further. Clearly, standing still in any sector is never an option, so it is refreshing to witness companies examining their core appeal and seeking to engage with differing markets around the world through a clever mix of targeted ad campaigns through major social media platforms such as Tik Tok and Instagram, as well as broader strategic mar keting to ensure that brands stay as relevant as they possibly can. Printing developments As far as printing within the sector is con cerned, Domino has been among the most active in the segment in terms of bringing froward new solutions to help brands push their operating standards. The company used this year's Interpack a BREAKS by SCHARFFEN BERGER 43 DAT MILK CHOCOLATE with COCONUT SUGAR SALTED ALMOND BARK Scharffen Berger Chocolate maker recently invested in new packaging and branding for its business Consequently, its Interpack showcase included a range of complementary solu tions-from product printing to automa- tion, production handling, and verifica tion aimed at reducing hidden causes of manufacturing waste while protecting end consumers and brand value. Among its focuses were its ribbon, ink, and laser-based technologies for printing onto new recyclable mono-material pack- aging films, designed to support manufac turers looking to reduce their impact by choosing sustainable packaging materials. It also highlighted products for printing on secondary packaging-aiding manufac turers reduce pre-printed cartons and labels -including thermal inkjet, piezo inkjet, and print and apply technologies. + ☆ % 5 Ju Λ 6 F7 4 F9 F10 F8 & 89 <+ * ∞ 7 8 F11 EB F12 2 ส 9 0 Fn Lock
Transcribed Image Text:F6 business at Gulfood Manufacturing to The reception to our new branding has been amazing, it's been like a start-up on steroids, amounting to a 150 years of legacy pushed into a new brand, and we've had a really good reaction from people," explained Henrik Damstrup (pictured right of main image on left page), of the business. In terms of finished product, we recently reported on the decision of US independent chocolate maker Scharffen Berger Chocolate Maker, to undergo its own rebranding exercise. This led to the extension of its existing lines, and according to the business, also enabled the company to take on new staff and drive it forward with real creativity. Meanwhile, within the UK, as we reported last month, some additional creative branding and marketing strategies may well be heading the way of the iconic Rococo and Prestat luxury chocolate firm, with the appointment of Chantal Coady, as its new brand ambassador, as the company seeks to extend its reach further. Clearly, standing still in any sector is never an option, so it is refreshing to witness companies examining their core appeal and seeking to engage with differing markets around the world through a clever mix of targeted ad campaigns through major social media platforms such as Tik Tok and Instagram, as well as broader strategic mar keting to ensure that brands stay as relevant as they possibly can. Printing developments As far as printing within the sector is con cerned, Domino has been among the most active in the segment in terms of bringing froward new solutions to help brands push their operating standards. The company used this year's Interpack a BREAKS by SCHARFFEN BERGER 43 DAT MILK CHOCOLATE with COCONUT SUGAR SALTED ALMOND BARK Scharffen Berger Chocolate maker recently invested in new packaging and branding for its business Consequently, its Interpack showcase included a range of complementary solu tions-from product printing to automa- tion, production handling, and verifica tion aimed at reducing hidden causes of manufacturing waste while protecting end consumers and brand value. Among its focuses were its ribbon, ink, and laser-based technologies for printing onto new recyclable mono-material pack- aging films, designed to support manufac turers looking to reduce their impact by choosing sustainable packaging materials. It also highlighted products for printing on secondary packaging-aiding manufac turers reduce pre-printed cartons and labels -including thermal inkjet, piezo inkjet, and print and apply technologies. + ☆ % 5 Ju Λ 6 F7 4 F9 F10 F8 & 89 <+ * ∞ 7 8 F11 EB F12 2 ส 9 0 Fn Lock
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