Premium natural snacks brand Seeberger has unveiled new packaging designs aimed at enhancing brand perception, product differentiation and purchase appeal at the point of sale.
The updated packaging underscores Seeberger’s focus on naturalness and quality with stronger visual impact and a premium presentation. The redesign aims to improve consumer orientation while reinforcing the brand’s identity.
A central feature of the relaunch is an updated logo: the brand’s signature leaves now form a stylised smile above soft, rounded lettering which are a visual symbol of “naturalness, joy and accessibility,” Seeberger said.
“Our new design is deliberately an evolution – not a revolution. We’ve reinforced what was already strong and modernised where needed. The Seeberger orange remains, of course – as a powerful brand element and unmistakable shelf recognition feature”, Seeberger Marketing Director Tim Jerg.
“Our designs were tested both qualitatively and quantitatively – with consistently positive results: the brand image remains strong and familiar, while we significantly increase relevance among previous non-users. The new design improves category fit, enhances perceptions of quality and value, and delivers greater differentiation and impulse power on the shelf.”
Alongside the packaging relaunch, Seeberger has made its first entry into the UK travel retail market.
Since 1 July 2025, Seeberger products have been listed in WHSmith stores nationwide, including airport, train station and hospital locations. The roll-out covers 179 outlets from London to Edinburgh.
To support the launch, Seeberger introduced a campaign under the line “Snack well. Snack Seeberger.” with dedicated in-store visibility and digital screen activations at key WHSmith sites.
A commuter sampling activation at London Victoria Station on 1-2 August spotlighted Seeberger’s Mango snack packs, generating trial and consumer engagement.
Further activity is planned, including a targeted influencer campaign launching in September to strengthen brand awareness and digital reach in the UK market.
“The recognition in 2024 – as International Supplier of the year at WHSmith International Travel boosted our confidence to take the next step with WHSmith UK Travel Retail. We are looking forward to our journey within the UK”, commented Seeberger International Key Account Manager Erlande Hagenbusch. ✈
