After Eight, the Dinner Mint, is adorning its 300g pack with a new design to celebrate its 50th anniversary.
The new pack launches in-store on 12 September and forms part of a wider plan to drive category sales as the brand reaches this milestone.
Decorated with exploding fireworks and the slogan ‘Celebrating 50 years’, the pack is designed to create standout on shelf and attract new and existing shoppers.
The new pack aims to entice consumers to enjoy the wafer thin mints that has been on shelf for generations, made of mint and dark chocolate and contains no artificial colours, flavours or preservatives.
Colourful After Eight point of sale will also be available to drive further visibility of the pack and prompt impulse sales as the brand is placed top of mind for shoppers.
The RRP for the After Eight 300g pack is £3.22.
In addition, and as part of the 50th anniversary celebration, After Eight is bringing back its ‘Collection’ box, featuring a selection of dark and white mint chocolates including a Smooth White Leaf and dark chocolate Marzipan Baton.
The Collection has a strong heritage, with an assortment box being part of the original product range at the time of After Eight’s launch in 1962.
The 142g box, designed for sharing occasions, aims to offer shoppers more variety in-store.
As the flat, slim packaging deviates from the familiar After Eight box, it hopes to appeal as a gift format to take around to family and friends.
The RRP for the After Eight 142g Collection box is £3.99.
Graham Walker, Nestlé UK Trade Communications Manager, said:
“We wanted to mark After Eight’s 50th anniversary with a bang.
“The new-look 300g pack is impactful and modern and the selection box not only offers shoppers more choice but also gives retailers the perfect opportunity to grow incremental sales as it creates great stand-out on shelf.
“We are keen to invite shoppers to celebrate this milestone event with us and hope they will be thinking of us when they are enjoying their After Eight mints at the end of their meals.”
The launch will be supported with a national PR and Facebook campaign.