Nestlé Rowntree’s famous Smarties tube is being updated with the launch of the six-sided âHexatube’, in the first change to the traditional Smarties tube since it was launched 67 years ago.
The new-look hexagonal tube will have a resealable flip-top lid and the letter on the lid will be replaced by constantly updated, quirky messages, stickers or images inside each tube. The Hexatube, which will be launched during the summer, will be used for single packs and multipacks.
The company says the new-look pack has proved popular in consumer tests, and will attract shoppers’ attention in-store with a combination of the new shape and the traditional colourful eye-catching elements of the current Smarties tube.
Nestlé Rowntree says Smarties is now worth over Â£73m per year. It has been one of the fastest growing confectionery brands in the UK, with growth of 24% in the last two years.
Neil Ducray, director of marketing for Nestlé Rowntree says: “This is a great new development for Smarties that will build on the brand’s success and our ongoing programme of product innovation.
“The Hexatube represents the next exciting stage for the brand, following on from the launch of Smarties Bar and Fruity Smarties.”
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