New look for food brand Uncle Joe’s

NORTH West confectionery brand Uncle Joe’s has launched new look packaging for its popular Uncle Joe’s Mint Balls and Favourites ranges, as it seeks to expand.

Founded in 1898 by Wigan 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 company’s turnover last year was £1.3m. Privately-owned, William Santus has a staff of 25 who make the mint balls by hand.

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 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 too.. The firm’s Winter Nips for example are still used to tackle throaty coughs.

The rebrand 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 was launched this month.