Sugar brand Billington's has unveiled its new range of packaging designed by jkr.
Each packet now features its own brightly-decorated B to help Billington's become more noticeable.
“Our old packs were not distinctive or engaging and did not stand out on the supermarket shelves," said brand manager Louise King.
"This new design gives Billington’s a clear brand identity, making it accessible and contemporary, whilst still keeping traditional elements. I believe we now have a design that truly reflects the quality of the sugar inside the packs."
The back of the packs tells the story of Billington's and details dishes that can be created with the sugar.
The new packs are rolling into stores now.