Principles Agency has completed a redesign of Sun Valley’s Pretz brand, which includes the creation of a new identity and packaging for its Skinny Baked Pretzels.

The new brand identity will be seen on supermarket shelves from this month, and the firm has also introduced a new jalapeno flavour as part of the facelift.

Jonathan Barr, Sun Valley marketing manager, said: “We understand that new product development can lead to a new generation of loyal consumers, through product development and packaging to recipe formulation and product enhancement.

“Research through Principles Agency conclusively showed that a low fat snack, with real taste would appeal to the health conscious, young woman.”

From Principles’ research, the pretzel flavours were given new names each linked with a different type of man that women are said to be able to associate with. They include Moody & Unpredictable Jalapeno Chilli, Strong & Dependable Worcester Sauce and Cool & Sophisticated Sour Cream & Onion.

To play on the brand’s health proposition, Principles has also introduced nutritional messages including, ‘ditch the fat’, ‘be demanding’ and ‘no dark secrets’.

Mike Hackett, managing director of Principles, said: “The sector has become crowded with healthy snacks, so we needed to differentiate our client’s offering. The [research] results identified a real need to breathe new life into the logo and packaging to appeal to the health conscious, young woman.”