ROWSE Honey, part of the Valeo Foods Group, has unveiled a redesigned packaging concept for its Manuka Honey range.
Developed with Coveris, the new visual identity is described as featuring a ‘modern aesthetic and refined shelf presence’, supported by technical innovations in label production and materials.
The updated range, available in both jar and squeezy formats, boasts a combination of textured, uncoated substrates and coloured hot foils. Each SKU, including the 500+ MGO variant, is distinguished by a specific foil colour, helping customers identify product types and supporting brand recognition.
The redesign was led by The Space Creative and realised in print by Coveris with support from Aire Global. Over a nine-month period, the partners completed label trials, focusing on elevated decoration techniques such as double hot foil stamping, premium tactile finishes, and metallic detailing.
While the core primary packaging remains unchanged, the upgraded label solution is said to deliver a ‘measurable enhancement’ in shelf standout and consumer engagement.
Technical upgrades include a switch from silver paper to uncoated, textured materials for a more natural look and feel, use of dual hot foil applications per label, enhancing visual depth and tactility and sharp print definition and colour fidelity. The inclusion of SourceTag RF technology on back labels improves security integration.
Rowse Honey partners with Coveris’ recycling facility ReCover Paper for its self-adhesive label production waste. Over the last year, the brand recycled 42kg of release liners as part of the RafCycle programme with UPM Adhesive Materials.
The redesign of Rowse’s Manuka range has attracted recognition, having been named a finalist in the UK Packaging Awards 2025 for Label of the Year for Rowse Manuka 500+ MGO Monofloral Honey.
