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MARKETING NEWS REBRANDING LAUNCH FOR FYNA LIQUORICE Fyna Foods says it has been crafting and sharing sweet memories for Australians since 1947, and as trends and consumer expectations have evolved, so has Fyna. Liquorice is said to be a growing market, with Fyna leveraging this trend to relaunch the Fyna liquorice brand and expand the range. Under the new brand, Fyna Superior Liquorice Co, the “core” Fyna liquorice products and traditional flavour have been kept, but as part of a “new improved” softer liquorice recipe. For the 1 Metre and 2 Metre Liquorice Wheels, however, the original recipe has been retained. Fyna has also introduced several new products into the range, including Milk Chocolate Liquorice Bites and Milk Chocolate Raspberry Bites. Inspired by the 1930s when milk bars first opened in Australia, the packaging of Fyna Superior Liquorice Co products is “traditional and nostalgic” with a craft paper bag and matt finish, said to be a nod to previous Fyna packaging. The brand says both the packaging and products bring “elements of fun, excitement, novelty, nostalgia and familiarity”. The range features 15 product lines (11 hang-sell and four count lines), which are segmented into Bites, Wheels, Bullets and Logs. The range has been line priced at $3.50 (RRP). Fyna Superior Liquorice Co liquorice is made in Australia by a family owned business operating in Melbourne. The company says it is confident its customers will love the new range. HARDYS CAMPAIGN HIGHLIGHTS ‘CERTAINTY’ Hardys, a brand of Accolade Wines, is rolling out a global rebrand and consumer campaign with the theme of ‘Certainty’. New packaging was launched across Australia last month, to be followed by the new consumer campaign in July and a “money- back guarantee” across the range in October and November, with the Certainty theme designed to highlight Hardys’ “consistent quality and wine credentials” and drive consumers in-store. “Hardys’ new packaging, as part of a global rebrand, is designed to provide a unified, family feel across our expansive and diverse wine range,” Accolade Wines Marketing Manager Core Brands Julien Marteau said. “The bottle labels now clearly communicate our rich heritage and outstanding quality, and feature premium cues to improve brand presence, strength and differentiation on-shelf for our consumers.” According to Hardys, the ‘Certainty’ campaign was inspired by the journey of Thomas Hardy who in 1853, against a backdrop of global uncertainty, launched a wine brand with an “audacious” goal to craft wines “revered around the world” and to be “enjoyed and understood by all”. MONTAGUE TEAMS UP WITH JOEL FEREN In an effort to encourage Australians to maintain a healthy and nutritionally balanced diet, Montague has appointed a ‘Nutritional Ambassador’ for its apples: accredited practising dietitian and accredited nutritionist Joel Feren. With his background in the biomedical sciences, Master of Dietetics degree and years of consulting experience, Mr Feren is described as a trusted voice on food and health and familiar through his television programs such as My Market Kitchen as well as his ‘The Nutrition Guy’ Instagram channel. According to Montague, he will help its team share the messaging that eating seasonal, locally produced fresh foods rich in nutrients, such as apples, leads to optimal health. Mr Feren’s food philosophy is said to be that any dish can be made more nutritious with his set of tips and tricks. His ambassador role with Montague will involve sharing nutritional facts for all Montague apples, including Jazz, Envy, Yello, Ambrosia, Smitten and Eve, creating “healthy recipes” to make the most of each apple’s natural flavour and texture. 24 RETAIL WORLD MAY, 2020