Much-loved animal icons get a facelift as Sweet Freedom reveals modern new packaging with a fresh, playful twist.

The multi-award-winning UK brand, Sweet Freedom — best known for its delicious range of hot chocolates, syrups, spreads, and drinks — is delighted to reveal a vibrant fresh look across its product range. As part of an exciting packaging refresh, the brand’s beloved animal characters have received a playful update, with a new female mascot, “Drizzly Bear,” taking centre stage.

Reflecting the brand’s female-founded and led heritage, the new female Drizzly Bear embodies Sweet Freedom’s ethos of natural sweetness and joyful living. The new packaging, guided by extensive market research, features a contemporary design with a clearer call to action and improved usage instructions, helping customers easily enjoy Sweet Freedom’s naturally sweet products. Drizzly Bear leads this transformation as a friendly and dynamic character who captures the fun of “drizzling” Sweet Freedom’s syrups and spreads — all free from refined sugars and artificial ingredients.

“We’re thrilled to introduce Drizzly Bear to our customers,” said Nadine Maggi, Managing Director of Sweet Freedom. “Drizzly Bear is much more than just a new face; she represents the evolution of our brand into a more modern, grown-up space while retaining the feel-good spirit that our customers love. Unlike her grizzly counterparts, Drizzly Bear is always in a good mood — a playful nod to the fact that Sweet Freedom’s offerings are naturally sweet without the sugar jitters or crashes. We can’t wait for everyone to meet her!”

This packaging refresh is part of a broader strategy to enhance Sweet Freedom’s brand presence across the different areas of the supermarket the products are stocked, ensuring greater brand recognition and a more consistent feel. The redesign follows market research revealing a strong consumer preference for clearer, more straightforward messaging, with purchase intent increasing by 29% for the refreshed design.

The new packaging will begin rolling out in stores from September 2024, supported by an exciting “Drizzle More” campaign across Sweet Freedom’s online platforms and out-of-home marketing. This campaign will spotlight the versatility of Sweet Freedom products, showcasing the many delicious ways they can be enjoyed — day and night, come rain or shine!