Tate & Lyle Royal Icing Sugar: A match made in heaven – bold design, great sales

Agency: Design Bridge
Client: Tate & Lyle Sugars
Category: Packaging, Branded Food

Executive summary

The Tate & Lyle limited edition Royal Icing Sugar pack was created by Design Bridge to link the brand to an important moment in British history, the marriage of William to Kate in April 2011, whilst continuing to build a warm and authentic brand personality based on the 'Taste & Smile' brand redesign in 2010.

The objective was to raise retailer and consumer talkability, and to prompt more consumers to try decorative baking using Tate & Lyle Sugars' products for themselves.

The results were excellent: additional distribution in one extra retailer, and an increase in sales of +26% year on year during the on-shelf period. Excellent return on a very small design investment!

Project overview