As the UK’s leading sugar brand Silver Spoon has a place in nearly half of UK households and an extraordinary 100% prompted awareness. But being a household name doesn’t guarantee store success, and while 50 years of heritage had built good equity the brand needed stronger assets to stand out.

Research revealed that 80% of British consumers had baked in the last year but many still didn’t know which sugar to choose. So the recipe for success was clear – reposition Silver Spoon from a brand of sugar to the brand of baking, redesign it for stronger standout at shelf, and use its wide and wonderful range to inspire more moments of baking joy.

The new word marque is bold enough to spot from a distance but also contains moments of craft and personality, and pairs with a new spoon device to drive masterbrand cohesion across the full range of sugars and sweeteners.