UK brand Sweet Freedom - best known for its range of hot chocolates, syrups, spreads and drinks - has today revealed a new look across its product range.
The packaging refresh sees the brand’s animal characters get a playful update, with new female mascot, Drizzly Bear, taking centre stage. Reflecting the brand’s female-founded and led heritage, Drizzly Bear “embodies the ethos of natural sweetness and joyful living,” the brand reports. The new packaging, guided by extensive market research, features a contemporary design with a clearer call to action and improved usage instructions, helping customers enjoy Sweet Freedom’s naturally sweet products.
Managing director Nadine Maggi, said: “We’re thrilled to introduce Drizzly Bear but she’s more than just a new face. She represents the evolution of our brand into a more modern, grown-up space while retaining the feel-good spirit our customers love. Unlike her grizzly counterparts, Drizzly Bear is always in a good mood — a nod to the fact Sweet Freedom’s offerings are naturally sweet without the sugar jitters or crashes.”
The refresh is part of a broader strategy to enhance Sweet Freedom’s brand presence, ensuring greater brand recognition and a more consistent feel. It follows market research revealing a strong consumer preference for clearer, more straightforward messaging, with purchase intent increasing by 29% for the refreshed design. The move will also be supported by a ‘Drizzle More’ campaign across Sweet Freedom’s online platforms and out-of-home marketing.
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