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LoSalt Reveals New Branding at BBC Good Food – Stand C74

Article Date: 2016-05-23

LoSalt, the UK’s number one salt sku in the reduced sodium salt category and third largest in the total salt market (source: Nielsen, April 2016) – revealed a new brand identity at this year’s BBC Good Food Show Summer from 20th – 22nd May 2016. The new packaging aims to stimulate incremental growth across the entire salt category. As pioneers of the reduced sodium sub category in 1983, LoSalt continues to dominate the sub category today and is now focused on extending its appeal to all salt purchasers.

Before changing the distinct design, LoSalt organised a series of brand days with consumers to assess current perceptions of the product and preferences going forward. Taking on board consumer’s feedback, a fresh and contemporary packaging has been developed to attract an increasingly confident and creative consumer looking for ways to create healthier food without impacting on taste.

LoSalt, a family business based in Scotland, was the first company to create and launch a low sodium salt and it is still the best selling reduced salt alternative in the UK. LoSalt contains 66% less sodium than regular salts and it is the sodium in salt which is linked to high blood pressure, cardiovascular disease and strokes

Mike Lloyd, Business Development Manager at Klinge Foods, sees this new brand identity stimulating strong new sales for LoSalt:

"LoSalt’s friendly and vibrant new packaging – with its colourful food illustrations and recipe suggestions – aims to attract new consumers to try LoSalt whilst inspiring our existing consumers to experiment with LoSalt in all their cooking and baking. We believe in offering consumers a healthy alternative that enhances the flavours of their favourite foods. I’m confident the new look will encourage consumers at all stages of life to use LoSalt every day and so will drive strong new sales into the salt category.”

Showcasing its new look at BBC Good Food, LoSalt encouraged visitors to sample food seasoned with LoSalt on its stand C74.

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