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Tuesday, April 16, 2024

Honey brand Hilltop unveils major refresh

Honey brand Hilltop has unveiled an impressive new look in a bid to grow the brand and entice new shoppers into the honey category.

The major rebrand, two years in the making, features a total refresh of previous branding, updated colour theme, and new packaging, complete with an iconic squeezy bottle and jar. Hilltop has been working on its brand positioning, brand strategy, identity, and design with award-winning agency Big Fish.

In doing so, it has also made a major sustainability breakthrough with its squeezy bottles now being made from 100% RPET plastics and bespoke jars made from 60% recycled glass. The innovation forms part of a broader commitment to reducing its impact on the environment, aligning with the company’s sustainable values.

Managing Director, Scott Davies (below), said: “This rebrand gives us the license to premiumise the honey fixture and most importantly it makes us a table-worthy brand. We are doubling down on everything from brand investment, marketing, capacity, and most importantly our supplier knowledge and capability to bring consumers the best-tasting honey, at the best pricing, along with innovation in function and format. This will enable honey to be thought about more at every occasion through the day”.

The UK’s second-largest honey brand has said it’s dedicated to celebrating honey, the artistry of beekeeping, and the provenance of its products, offering expertise and a passion for quality that sets it apart from competitors. This is reflected in a new slogan ‘’Sweetness At Its Peak’’ which features on every bottle and jar.

Hilltop intends to revolutionise the honey category and capture the imagination of the nation’s honey lovers and bring new consumers along for the journey. With a huge variety of tastes, textures, and craft honey techniques, Hilltop aims to transform consumer experiences and occasions with easily navigable ranges, premium quality, and inspiring stories across its whole product portfolio. Its goal is to show consumers that Honey is not just a breakfast staple; it’s a versatile craft ingredient that can enhance any moment throughout the day, for every member of the family.

Hilltop has hit the sweet spot creating £2.3m growth in a flat category and is outperforming the category (+21.5% v +2%) and outpacing competitors in value and volume growth. [Circana Total Market MAT to 18/02/24].

Recent distribution gains include Hilltop’s chilli-infused Hot Honey winning space in Tesco earlier this year, with interesting and on-trend NPD – the brand is aiming to drive the next generation into the category, which Hilltop has stated is an “essential part of brand and category growth”.

Hilltop has also made significant changes and investments to its senior team, including a new Marketing Director, Kate Utting. Kate, previously of premium dessert brand Gü and PepsiCo, who will lead and expand the marketing team, said: “I’m thrilled to be joining Hilltop at such a pivotal time in their journey. There is a significant opportunity to revitalise and reinvigorate the category in the UK, and we’ll lead the way with a new brand vision and a robust calendar of NPD & activation.”

The appointment is part of a major investment in sales and marketing which will double last year’s advertising investment in a bid to grow the brand.

The new Hilltop branding hits supermarket shelves across the UK from June and will be supported by a multi-channel marketing campaign launching later in the year.


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