Maldon Salt is heralding the start of an exciting new era with the introduction of a striking new look across its entire range supported with a call to chefs, home cooks and foodies to ‘Seize the Seasoning’.
The contemporary new design, with its trademarked diamond pattern, will start to appear on supermarket shelves across all formats from July 2021. The distinctive colours in the new design will see green used across its original salt, the smoky colours used on its smoked sea salt, and black and greys used for its pepper.
Maldon Salt have been hand-harvesting its famous pyramid-shaped flakes, using the same time-honoured techniques for four generations with the Osborne family. During that time Maldon Salt flakes have remained constant, though the packaging it sits in has evolved over the years, to become a globally recognised brand, loved by chefs the world over. Steve Osborne, Managing Director, Maldon Salt speaking about the packaging evolution said: “Heritage is important to us, so the new packaging design had to respect our past whilst also embrace the future. The striking new look and feel will ensure we stand out on shelf, inspire new audiences and retain pride of place on dining tables across the globe.”
Maldon Salt’s latest insight revealed that many home cooks acknowledge that they have more to learn about seasoning; they want to understand different salt types or are not sure which salt goes best with which ingredients. Lockdown has also inspired and enabled people to develop their cooking skills. In direct response a QR code that links directly to the new and improved Maldon website has been added to every pack. Here consumers can discover content and recipes that will expand their seasoning knowledge and inspire them to create extraordinary dishes using Maldon Salt.
Also, to coincide with the relaunch, Maldon Salt is proud to announce that with every box produced they will be supporting the World Land Trust and the fantastic work they do to protect threatened habitats and wildlife. All Maldon Salt cardboard boxes are being made using carbon balanced carton (produced by a Carbon Balanced Printer).