The packaging of Tiense Suiker range is getting a makeover. The sugar beet, the beat heart of the company, now takes the lead role on the product packaging. This change aims to better inform consumers about the local origin of sugar. The actual products remain unchanged, and their excellent quality remains intact.
From beet to sugar
The sugar from Raffinerie Tirlemontoise is 100% naturally sourced and contains no ingredients other than the sugar beet. It is produced from local beets, cultivated by our farmers within an average radius of 50 km from the factory. 'We noticed that many consumers didn't care about the origin of sugar, and we regretted that," says Anna Pietraszek, Marketing Manager at Raffinerie Tirlemontoise. "With this new packaging, we hope to tell the story 'from beet to sugar' to the consumer."
On the new packaging, the beet is graphically represented as a beating heart. "No beets, no sugar. Our beets are the heart of this company," explains Mrs. Pietraszek. The Belgian flag depicted on the front of the packaging and additional explanations provided on the back are intended to further emphasise the local aspect and the close connection with farmers.
The colour palette has also been revamped. "We were looking for ways to make the packaging itself more sustainable. For example, it's possible by using less ink. We opted for natural and softer colours, which also better reflect the identity of our products."
A new packaging, but the same product
The packaging undergoing the most significant transformation is that of fine sugar. Initially red, it becomes light blue, like that of the sugar cubes. The name has also changed: the product is now called "fine beet sugar," to further emphasize its origin. The product itself remains unchanged, and Raffinerie Tirlemontoise guarantees the same superior quality.
The packaging and even the logo have also changed over the years. But some traditional elements are preserved on the new packaging, such as the T logo. "The logo has great emotional value," explains Mrs. Pietraszek. "I associate it with a certain Belgian pride, and it's something we couldn't or wouldn't change, just like the packaging of Cassonade Graeffe."
The rest of the packaging, however, needed a little refresh: "We have to follow trends and make the product appealing to younger generations so that they too can enjoy 'homemade happiness' with Tiense Suikerraffinaderij.
The new range will gradually replace the old one, depending on stocks in the various stores.
More info at www.tiensesuiker.com
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