The Raffinerie Tirlemontoise unveils a new packaging - A tribute to the beet
16 June 2023The packaging of the Raffinerie Tirlemontoise 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.
The sugar from Tiense Suikerraffinaderij 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 Tiense Suikerraffinaderij. "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 emphasize the local aspect and the close connection with farmers.
The color 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 colors, 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.
Sugar loaves with grooves
Tiense Suikerraffinaderij has been producing quality sugar since 1836. Initially, it produced sugar loaves that consumers had to break with a hammer to obtain a sugar piece. In 1902, Raffinerie Tirlemontoise developed the very first industrial sugar cube. In 1995, this sugar cube was given a groove, making it easier to break in two.
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 rest of the packagings, on the other hand, were in need of a little rebranding: "We have to follow trends and make the product appealing to younger generations so that they too can enjoy the 'homemade happiness' with Raffinerie Tirlemontoise.
