New skin for Sunbake bread

The new packaging features an upgrade plastic covering with simple, clean design elements and strong, solid colours. The logo has been updated to be more of a focal point, with the sun graphic revamped with a modern feel. The design allows for a large window where the product shows through to allow consumers to feel assured of the quality of the product inside.

The descriptor now sits in a prime position with nutritional information also positioned so it is easier to spot and differentiate the Sunbake Versatile White Bread, from the Fuel for the Day Brown Bread and Nutritious Wholewheat.

"Sunbake continues to build the consumer perception of the brand and communicate the value proposition of each of the variants in the range so that consumers begin to view their bread purchase as more than a simple must have commodity. Additionally research has shown how the design and thickness of the plastic covering influences consumers purchase decision, therefore we are trying to meet consumer interest by moving more in-line with the global bread market," says Thuli Zulu-Galelekile, Sunbake brand manager.

The new look Sunbake will be on shelves from May 2009.