The brand is worth over £44m and found in more than 2.2 million UK households.
Kids’ fruit snacking brand, Bear, has undergone a refresh.
The revamped packaging delivers a more distinctive, harmonised look across the fixture, with a modernised logo and stronger branding to boost in-store visibility and make the range quicker to spot and shop. Packaging updates include new real fruit imagery as well as clear on-pack health messaging.
Reductions to films and multipack boxes across the portfolio are expected to deliver savings of over 141 tonnes of packaging annually, marking a major step forward in Bear’s sustainability journey while freeing up shelf space for retailers to stock more of the brand’s best sellers.
The relaunch will be supported by a high-impact integrated Masterbrand campaign, rolling out across Meta, YouTube, Amazon Prime and Disney+, alongside in-store activations at key retail moments including Back to School and Halloween.
The brand is also building on the popularity of its much-beloved Bear cards with a new 60-card, sports-themed series, to excite new and existing fans, for longer and drive repeat purchase.
Steph Armstrong, marketing manager at Bear said: “This is a hugely exciting moment for us. The relaunch marks the final step in uniting the full Bear portfolio across kids’ and adult fruit snacking under one cohesive brand identity, with a refreshed look set to strengthen standout on shelf and inject new energy and footfall into the fixture.
“By making our packaging more engaging and easier to shop, we’re delivering a range that works harder across the board. Shoppers are finding what they need more quickly, while giving retailers a fixture that’s clearer, more impactful and more efficient. Plus, we’re also doing our bit for the planet by improving our sustainability credentials.
“At the same time, our new collectible Bear cards add an extra layer of play, giving cubs even more reasons to come back again and again, and helping to drive repeat purchase as they grow within the brand.”
Worth over £44m and in more than 2.2 million UK households, with one in four families with children aged 5–10 buying into the brand, Bear is well positioned to continue driving growth for retailers in 2026 and beyond.