Baking brand Lyle’s has developed new packaging this autumn to encourage consumers to buy its syrup range.
The limited edition Black Treacle tin, designed for Halloween, aims to appeal to a younger audience and rejuvenate the brand.
Lyle’s Limited Edition Black Treacle tin, ‘Trick or Treacle’ is on shelves now in time for Halloween.
The Limited Edition treacle tin comes after similar rebrands across the Lyle’s brand, including the recent Happy And Glorious Limited Edition Golden Syrup tin.
Lyle’s Trick or Treacle will be stocked at nationwide retailers including at Sainsbury’s, Tesco, Waitrose and Asda with an RRP of 88p.
The launch will be supported by in-store promotions emphasising the versatility of black treacle, with recipe suggestions.
The Halloween themed packaging for the original Lyle’s Black Treacle marks the brands focus on appealing to a wider market including younger bakers, and aims to educate consumers on how to incorporate Lyle’s syrups into their cooking and baking.
Senior Brand Manager of Lyle’s, Elpida Gailani said:
“We have an exciting year ahead and our Limited Edition treacle tin certainly kick starts a new era of Lyle’s.
“We are confident that the product will attract a new, younger audience and will make Lyle’s a kitchen cupboard essential.”
Lyle’s Trick Or Treacle is sold from early October in Sainsbury’s, Tesco, Morrison’s, Asda and Waitrose stores nationwide with prices starting from 88p per tin (454g) with additional value offers available at individual retailers.