By reimagining Well & Truly as a tasty lifestyle brand rather than a restrained healthy snack, a 104% uplift in gross sales was immediately delivered – double the target, with no advertising support. 16 months on from redesign, impact hadn’t waned, with sales steadily increasing week-on-week.  Well & Truly launched in 2016 as a gluten-free alternative to mainstream snacks. By 2018 growth had plateaued, and with its diet design codes it had failed to win a listing on a mainstream supermarket snacking aisle. A radical repositioning and full rebrand, encompassing visual identity, packaging, social media and brand activity, aligned Well & Truly with qualities integral to the mainstream snacking moment: joyfulness, pleasure and taste.  The redesign by B&B Studio grabbed the attention of customers and changed the perception of consumers. Sainsbury’s and Booths listed Well & Truly, placing it in the highly competitive, mainstream snacking aisle and distribution grew 50% in six months. Significantly, with the brand differentiated from female-focused healthy snacks, Well & Truly’s online audience shifted from 80% to 60% female and its repositioning has helped it win new male consumers and steal share from Walkers.