Despite the popularity of Great British Bake Off, frustratingly for home baking brand Whitworths, sales in the category were flat. Research discovered a large slice of Whitworths’ buyers were ‘snackers’ not bakers, driving a new direction for the brand. A full brand redesign was undertaken to change shoppers’ perception and move the brand into the healthy snacking category. The challenge was to discover a positioning that allowed for this step without ignoring that most of the current brand value was on the baking aisle. In consumers’ minds Whitworths’ dried fruits were the juiciest. Building on this point of difference, the brand essence was distilled to ‘Burst of Nature’. The new design brings vibrancy and fun to the category and tests revealed it was found on shelf in half the time of the previous design. Whitworths has become a £50 million brand for the first time ever, up from £28 million two years ago before the redesign. 71% of brand turnover is now from snacking and 219,000 of the 425,000 new incremental shoppers to the category are buying Whitworths.