Magazine article Marketing

Branding: Angel Delight Updates Look

Magazine article Marketing

Branding: Angel Delight Updates Look

Article excerpt

Premier Foods is relaunching its iconic 60s Angel Delight brand to consolidate its position as the bestselling packet dessert.

Premier briefed Parker Williams to carry out the revamp last year. A cloud design has been added to the packs to convey the light texture of the products, as well as alluding to the 'Angel' name.

The front of pack flags up the reformulation of the seven variants to make them healthier, revealing that they contain no artificial colours, flavours or preservatives.

The back of the pack features Polaroid-style photography showing serving suggestions such as Angel Delight with fruit on top to encourage children to be creative with the dessert.

The brand was last revamped in 2001. Children's faces with glasses and moustaches made out of Angel Delight adorned the packaging to represent the fun involved in making the dessert.

Premier Foods acquired Angel Delight from Kraft Foods in 2004 in a deal worth pounds 70m which also included the Bird's Custard and Dream Topping brands. …

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