Uncle Joe's unveils packaging refresh and ambition for nostalgic brand

Leading confectionery brand Uncle Joe’s has launched new look packaging for its Uncle Joe’s Mint Balls and Favourites ranges and unveiled ambitious growth plans.

Established during 1898 by market stallholder, William Santus, the brand, which sells its nostalgic treats to multiples and independents across the country, has refreshed its packaging as part of a wider growth strategy to extend sales nationally and internationally.

The privately-owned company still makes its mint balls by hand at the original site in Wigan where the business was born over 110 years ago. Manufactured from 100% natural ingredients, the famous mint balls are suitable for vegetarians, vegans and are gluten-free.

On the new look, John Winnard, joint managing director, said: “We wanted to modernise the appearance of the brand, without losing any of its current appeal. We know the products have a very loyal following and generate great fondness among their fans.”

He continued: “The new design underpins our commitment to the growth of our core product range, Uncle Joe’s Mint Balls and our eight-strong Favourites range, which includes Winter Nips, Pear Drops, and Sarsaparilla Drops.”

The Favourites range, now manufactured using natural colours and flavours (excluding strawberry bonbon), will be packaged in retro brown paper look bags to distinguish it from the main brand, although the overarching Uncle Joe’s logo will remain.

The new ‘family’ of Favourites is designed to give Uncle Joe’s better recognition for non mint ball lines and the opportunity to trade on their individual heritage also. Winter Nips are still used to tackle throaty coughs, 100 years after they were first introduced.

The re-brand will be complemented by the launch of a new website, www.uncle-joes.com , a trade and consumer PR campaign, new POS and in-store sampling.

The new e-commerce website goes live at the beginning of September.

The UK sweet market is currently experiencing strong growth, with 9% increase over the last five years.