Well & Truly: Rebrand – Say goodbye to sad snacks

Well & Truly, a gluten-free snack brand, increased distribution and sales across the UK by rebranding its packaging and approaching healthy snacking with a more positive attitude.

Executive Summary

Originally launched in June 2016 as a gluten- free alternative to mainstream snacks, Well & Truly had reached a plateau after two years in the marketplace. The brand's gluten-free positioning - and its apologetic 'diet' design codes - had won it a home in the free-from aisles of Tesco as well as a variety of small independent retailers, but was now holding the brand back from any real growth among mainstream snacking consumers.

In 2018, a radical repositioning and full rebrand, incorporating everything from pack design to social media strategy, transformed Well & Truly from a dusty diet...

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