Packaging is divided into three product categories, each with its own distinct colourway, look and design, based on consumer and customer feedback.
Packs also feature an image of the product, the product type in bold and detail on flavor and benefits.
The new visual signposting has been developed to enable customers to easily navigate the Dawn portfolio to find the right product for their needs and also to save time searching the storage area.
“As a global bakery supplier, Dawn is constantly investing in providing new product solutions for bakers, but customer satisfaction is at the heart of our business,” said Jacqui Passmore, marketing manager UK and Ireland for Dawn Food.
“By revitalizing our portfolio, we aim to make life easier for our customers and enable them to select and use appropriate products to create exceptional bakery items and desserts.”
The changes will be gradual with 3.5kg mixes and crèmes categories transitioning this summer and the whole portfolio revitalized by the end of 2020.
The company stresses though that, while the external look is different, the quality and consistency of the products within remains unchanged.
This year, Dawn is celebrating 30 years in business in the UK and almost 100 years worldwide.
The US-headquartered company today employs more than 5,000 people worldwide and has a product portfolio of more than 4,000 SKUs, including bakery ingredients, and Ready-to-Sell & Ready-to-Finish bakery products.