Golden Casket unveils its major update to a beloved line
GOLDEN Casket has unveiled the next step in its confectionery range with a big update to one of its staple offers.
Following a new look for the brand last year, Golden Casket will launch All Rounders by Buchanans, an update to its popular £onepounders range.
Rolling out from 1 February, the new name for All Rounders marks the first major name change for the brand since 2011, when it became £onepounders to reflect its £1 price-point.
The brand first started out in 1990 when it was known as Halfpounders which, at the time, reflected the weight in bag.
Now the new name All Rounders aims to bring the offer into the future free of any economic comparisons and will be price marked at £1.25.
Carly Rae, Golden Casket’s trade marketing manager, noted that the new price mark was simply a consequence of current economics and higher costs for manufacturing.
She said: “We have endeavoured to keep value in the bag by retaining a £1 price point for as long as possible, and longer than many in the category, but we are now moving the price point forward with some comfort for our shoppers of additional weight in the bags.
‘’It is not first time that the brand has had to change and adapt to the current market, and we believe the offer with the Buchanan’s manufacturing assurance of quality and a choice of 48 varieties in the range will continue to delight our retailers and consumers.
“The brand’s name change reflects the economic journey of confectionery and has always morphed accordingly since we launched Halfpounders in 1990.
“So, in keeping with the current environment, we now move to All Rounders by Buchanan’s, which remain the same quality products that consumers know well and love, so nothing will change there.”
Rae added: ‘’Our All-Rounders offer is a new name but with the same all-round delicious taste and value of its predecessors.
“When looking at Nielsen categorisation, sharing products and multi-packs account for over 50% of sales, so our All-rounders range is well placed to be part of this category growth.”
