From paper to plastic, new packaging design for iconic Sherbert Fountain

By Lindsey Partos

- Last updated on GMT

Related tags Tangerine confectionery Butterkist

A new packaging design for iconic UK sweet brand Sherbet Fountain sees the product switch from the traditional paper sleeve to a re-sealable plastic tube.

Demonstrating the power of the 84 year old brand celebrated for its liquorice sherbert 'dipper', the refreshed packaging has sparked 'pro' and 'against' column inches and air time across the UK this week.

But according to the brand's owner, Blackpool-based Tangerine Confectionery, the motivation for the re-vamp was anchored in the desire to ensure Sherbert Fountain's attraction to new generations.

"Many people will remember it as a sweet icon from their childhood. But in order for the product to be here for another 84 years we knew that it needed to appeal to new generations,"​ commented Gill Lanty, head of marketing at Tangerine Confectionery.

Lanty added that the firm only brought the new packaging to market "after going to great lengths to find out what our customers would like best"​.

As a result, the packaging re-design, by Leeds-based design company ‘the SPIRIT of’, aims to remain faithful to the Sherbert Fountain design familiar to millions of UK consumers.

"We have maintained the essence of the brand experience, licking the liquorice stick and dipping it into the sherbet,”​ said Lanty.

The tamper-proof re-sealable tube sets out to ensure the sherbert product stays fresher for longer. And in terms of formulation, Tangerine Confectionery said the recipe, that guards the same taste, had been updated to use natural flavours and colours.

The re-branded Barratt's Sherbert Fountain will hit the sweet shelves next month.

Available in UK sweet shops since 1925, in January 2008 Tangerine Confectionery acquired the brand following its acquisition of Monkhill Confectionery from Cadbury Schweppes for £58m (€64.8m).

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