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Claiming and keeping a position on the shelf can sometimes be quite a challenge. After confectionery manufacturer Lonka had worked with Foodstijl for a number of years, it became time to take a critical look at the Lonka brand. A clear product strategy was developed from consumer research, during which the focus was clearly on fudge and nougat and in turn, this focus resulted in a new packaging line being established, with a retro look, which feels nice and trusted.

From packaging to promotion

Even after developing the packaging format, Foodstijl went further still. Both trade customers and consumers had to be able to transition to the new packaging smoothly and without question. With on-pack communication and an introduction at the annual Good Housekeeping Trade Fair held at the RAI Convention Centre in Amsterdam, Foodstijl drew visual attention to Lonka’s story. In turn, at the appealing trade stands at, for example, the ISM trade fair for confectionery and snacks, business associates could indulge in unusual flavour variations. Lonka has meanwhile successfully become part of the Danish company Cloetta, which also boasts brands like Red Band and Venco. Commissioned by Cloetta, Foodstijl is pleased to be able to continue its work on the Lonka brand, for example, with the development of POS materials.

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