Pastry brand Jus Rol is rebranding its packaging across core and Ready to Create ranges, aimed at helping retailers boost incremental sales.
The rebrand introduces a refreshed visual identity across packs, in store activation and digital touchpoints, supported by the new brand platform ‘It’s All Golden’.
Tim Clifford, managing director, Jus Rol, said: “By modernising our brand, improving fixture navigation and inspiring more everyday occasions, we are making pastry easier to shop, easier to use and easier to enjoy. This rebrand is an important moment for us to refresh and revitalise the brand. Own label has increasingly mirrored the Jus Rol look, so this is about standing out on shelf again and bringing warmth and inspiration back to the chillers.”
The chilled pastry and dough category has delivered strong value growth over the past year, driven by inflation and new shopper gains. However, frequency and basket size have softened, highlighting the need for clearer merchandising, stronger signposting and more inspiration at fixture. Jus Rol’s updated category vision focuses on reaching more people, meeting more need states and unlocking more occasions through product, promotion and NPD.