Tip Top® 9 Grain was seeing a year on year decline with its core target shopper being older (50-64 and 65+ being the 2 key groups).  Penetration is falling, however, the pack has remained the same, suggesting that our loyal buyers continue to buy 9 Grain at the same rate. As part of this project, we need to reinvigorate and modernise the design to gain new users but still remain true to the loyal users.

We are seen as less premium and less rustic than high top loaves but a more nutritional choice than square white loaves and private label brands. Loyalists of 9 Grain tend to be shoppers that are looking for a healthier alternative to white bread, and 9 Grain is the only square loaf with grains in the market.

With the design, we evolved the design by highlighting the grain element in the bread but also retained the familiar purple associated with the brand. A larger window also helps shoppers see the square loaf and the grains.