Independent sugar distributor, Napier Brown’s brand 'Whitworths' had been neglected for many years with low pricing mainly driving consumers’ decision to purchase. But through rebranding as a home-baking ingredient rather than a commodity; they re-engaged consumers, grew sales from £8 million to a phenomenal £48 million in 3 years and brought employment opportunities to a deprived area of Yorkshire, hiring an additional 80 staff.
The new brand strategy, rebranding and packaging design introduced an entirely new concept to the sugar category and was essential in persuading three out of the top four retailers to stock Whitworths. Sales volume grew by 93% and value sales increased by 489%, in a market that declined by 11% in the same period. 73% of sales are incremental to the sugar category and impressively the range can command an average 70% premium per KG over everyday packet sugar. Tereos bought Napier Brown in May 2015 off the strength of its performance.