Anniversary re-launch for Elizabeth Shaw

- Last updated on GMT

Related tags: Graphic design, Trademark

Elizabeth Shaw is celebrating 40 years in the confectionery
business with the re-launch of its market-leading liqueur chocolate
brand Famous Names, with a new design that uses a packaging
technique never used before in the sector.

Famous Names has been the brand leader in the UK market for liqueur chocolates for over 30 years, and, according to the company, is continuing to grow its market share. In 2003 the brand took 36.2 per cent of the market, with an increase in volume sales of 10.6 per cent on 2002.

Though the new pack retains the same liqueur brand names - Cointreau, Irish Cream, Tia Maria, Grant's, Drambuie and Harvey's Bristol Cream, the company says the design is a significant departure from the familiar red box.

"The new packs feature a unique shaped gold carton with a see-through polypropylene cover which stands out brilliantly on shelf,"​ commented Elizabeth Shaw​ marketing director Bill Williams. "This new packaging and sweet layout perfectly reflects the high quality of the product, and proves that even after 40 years a brand can maintain contemporary appeal that leads the sector."

Developed by Field Packaging, the slightly domed gold-sleeved pack is a first for confectionery and uses the latest techniques in plastic lithographic printing. It required the creation of unique pack creasing and assembly technology.

The liqueur chocolate segment is now dynamic and growing, the company claims, a factor which it also says has been driven by the successful launch of its Vodka Shots. The company says that this success now means that it outsells the number two manufacturer of liqueurs in the UK by a ratio of five to one.

The repackaged Famous Names range includes three pack sizes: 195 gram containing 8 chocolates per outer; 110 gram containing 8 per outer and 48 gram impulse packs containing 24 per outer.

Related topics: Processing & Packaging

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