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  • william reed
  • Westland straights range set to attract new consumers with re-launch

    Westland will relaunch its straights and specialist feeds range.
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    The aim is to broaden the reach of these products through clearer packaging. New off-fixture displays reinforce this.
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    The eye-catching design is in 2 target groups.
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    The classics feeds design uses clear direction for the consumer both on the pack.
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    The ?golden square? is in the middle of the box which draws the attention to the main purpose of the product. It will help consumers make better and quicker decisions.
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    The specialist straights range will drive a forgotten category to a new audience.
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    Specialist straights owe their performance to their single-minded nutrient blends. To bring these to a new audience, Westland has revamped the on-shelf impact.
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    Westland has brought them more mainstream to allow gardeners to get the best results. It works for growing vegetables or flowering plants.
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    Included in the revamp is Sulphate of Potash, Sulphate of Ammonia, Superphosphate, Sulphate of Iron and Epsom Salts.
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    Marloes Rots, brand manager plant feeds at Westland, commented: ?On average straights deliver ?1.17 more cash in the till. This is a fundamental category that will enjoy opening up the market.?
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    Straights have long been the preserve of knowledgeable gardeners who understand what to use and when.
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    80% of straights sales currently come from general purpose products. Westland has updated its packaging to attract new consumers. It helps explain the benefits of the products to them.

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