Piri has unveiled a new packaging redesign across its range of anti-allergy products.
The British allergy care brand redesigned the packaging of its most popular consumer product ranges, including Piriteze, Pirinase, Piriton and PiriNatural.
The new packaging for the Piri product range will be available across grocery and pharmacy channels and will roll out from Q1 2023.
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The brand also has a 28.7% value share of the allergy category, highlighting its pole position amongst those looking for effective allergy relief.
As the prevalence of hay fever continues to grow due to environmental factors like climate change, Piri wants to drive proactivity amongst allergy sufferers – including those who experience year-round allergies – and champion its leading range ahead of the season.
The move follows the launch of Piri’s new creative platform, ‘More colour-filled futures together’ in 2022, which aims to provide positive benefit differentiation and remind allergy sufferers that they can live their lives to the full during the summer months with the help of the Piri range.
As well as the new packaging, the Piri website now offers helpful tools – giving hay fever sufferers the ability to view the pollen forecast in their local area and helping allergy sufferers find the right Piri product for their own or their family’s needs.
“As we enter the 2023 hay fever season from March, people will be looking for relief from their symptoms so that they can enjoy the outdoors with family and friends,” marketing director at Haleon, Monica Michalopoulou said.
“The packaging re-design for our range helps to deliver clearer on-pack education on the key benefits of our sub-brands, helping consumers to choose the right product for themselves and their family.”
She added: “Following the launch of our new creative platform in 2022, we wanted to make our packaging more recognisable on shelf and aligned with our revamped creative.
“We hope this will help us to deliver against our mission in enabling allergy sufferers to enjoy summer.”
It comes as M&S has launched its biggest ever homecare range with 60 of its most ‘high-powered’ and ‘efficient’ cleaning products.
