Packaging Digest is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Equal sweeteners unveil a fresh look

Equal sweeteners unveil a fresh look
Equal redesign


Equal redesignEqual, a leading zero calorie sweetener and a trusted brand for more than 30 years, has unveiled a fresh new look that's now reflected in its logo, packaging and website.

The new brand logo displays a flowing lowercase script set against the signature Equal "blue" background. The bold new packaging allows consumers to more easily identify the various Equal product boxes by color and type of sweetener. While all three offerings are grounded in a dark blue backdrop, each features a vibrant burst of distinguishing color - including Equal Original (blue), Equal Saccharin (pink, shown) and Equal Sucralose (yellow).


The classic white coffee cup has been replaced with a colored mug that matches the type of sweetener and underscores the brand's primary usage. In addition to coffee and tea, Equal tastes great with iced tea, lemonade, sprinkled on cereal and fruit and in most recipes that require sugar. The new packaging also extends to the Equal Spoonful 4oz container, which features berries.

"After more than 20 years with the same logo, it was time for an updated and modern look," says Cheryl Gill, director, North America marketing, Merisant US, Inc. "The new logo is familiar yet contemporary and conveys indulgent sweet gratification and the brand's zero calorie promise."

The website has also been redesigned to mirror the new packaging. Easy navigation allows consumers to quickly find product information for each type of sweetener offering as well as health and nutrition guidelines. The Equal "kitchen" features cooking and baking tips and a recipe finder with the ability to search for everything from everyday dishes to special treats. The site also features a sweetness conversion chart, product locator, guidelines for managing diabetes and information on Equal's partnership with the American Diabetes Association.

Equal products are available at grocery, mass, club and drug stores. Also look for Equal in the sweetener caddy at coffee shops and restaurants. The brand is offered in 115 and 230-ct boxes for a suggested retail price of $3.29 and $5.99 respectively. Equal Spoonful 4oz has an SRP of $3.29. Retail prices may vary by market.



Source: Merisant US, Inc.




Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.