Beckers

Beckers, as part of Royal Wessanen, sells snack products via retail and the out-of-home market. A substantial part of the sales are generated by classic snacks. As private label manufacturers were strengthening, the Beckers brand needed to be repositioned as a premium taste brand. Starting points were a clear improvement of the quality perception of product and brand, increased shelf impact, and a packaging concept capable of accommodating an assortment of over 70 products. Drawing on insights into consumer perceptions, VBAT developed a brand concept where Beckers stands for ?Grenzeloos Genieten? (boundless enjoyment). This concept was translated into a logo and packaging design.