Blue Ribbon launches range extension

"The company now offers fresh new lifestyle options and the opportunity to trade up from the basic premium white and brown loaf," explains Ryan Curling, Blue Ribbon brand manager. "Besides a further boost in quality across the range, the new packaging and occasional positioning will make buying decisions clearer and easier."

It was inspired by three key megatrends in developing this latest innovative revamp:

• Customisation - one bread does not 'fit all' within a fast-paced and diverse market. The new range is customised to the lifestyle of varied consumers allowing 'pick and choose' solutions for more individual needs.
  
• Fix it for me - the new range fixes daily frustrations to make life a little easier by solving consumer problems with clever and comprehensive eat-on-the-go solutions.
  
• More in One - from basic white and brown bread to value added multi-nutritional loaves, the new range offers clear multi-functional benefits.

The introduction of the new range is supported by large-scale investment to make every consumer touch point impactful, memorable and likeable. The launch campaign includes extensive above the line advertising, including a television, radio, outdoor and transit TV campaigns and mobile communications on the delivery fleet and taxis. Merchandising and point of sale will match the colourful new packaging and will brighten up stores both on and off-shelf.

New range

The new range is bolder and brighter with contemporary, impactful packaging:

• Standard range - white sliced, white unsliced, brown sliced, brown unsliced - all soft, fresh and fine textured loaves for multi-functional daily enjoyment
  
• Classic range - classic white, classic brown - previously known as premium white and brown
  
• Lifestyle range:

  • Toaster brown and white 15mm thick slices for better toasting results and easy spreading (not available in cape region)
    
  • Lunch box - high fibre, low gi white bread packed with all the healthy benefits of brown perfectly sized for a packed lunch
    
  • Brown plus - low GI brown bread with high fibre for sustained energy
    
  • Digesta - low GI crushed wheat bread packed with high fibre that helps one's body keep digestion regular

  • Fuel - high fibre, low GI multi-nutritional white bread for slow energy release that keeps one fuller for longer

For more information, go to www.itsmadeforyou.co.za.