News Supreme Selects New Pack Stars



Supreme Selects new pack stars
14th March 2019

By Karen Pickwick

Supreme’s Selective brand has benefited from a redesign aimed at communicating the product quality more clearly.

The pared-back design centres attention on the animal photography used on pack and helps the product stand out on a busy fixture, Supreme says, enabling pet owners to choose their product quickly, creating time to browse the other categories.

Instagram-famous Chinchilla Marty is the star of the chinchilla pack and brings brand name recognition to his 16.8k followers.

With the animals featuring heavily in the re-design, Supreme has chosen to bring in some new pets on Rabbit Four+, Rabbit Junior, Guinea Pig and Rat packs, too, with ‘engaging’ animals that shoppers can really relate to and that reflect current breed and colour preferences.


Selective Rabbit still features Binky, the bunny that won the company’s ‘Britain's Cutest Bunny’ Facebook competition with tens of thousands of votes and was selected from a shortlist by veterinary specialist Anna Meredith and RWAF. It’s a bunny that rabbit owners know and love, so it’s still easy for pet owners to identify Selective’s flagship product.

Veterinary recommendation has been enhanced on the front of pack as a clear identifier that the product is trusted and Rabbit lifestage is also more clearly signposted.

Claire Hamblion, Supreme’s marketing manager, said: “It’s really important when redesigning the packaging of a leading brand that you get it right and that it works for both shoppers and retailers. We believe we have done that here – the new packaging has a contemporary look and the clean design will appeal to the young adults who own small pets, while elements of the design remain familiar enough to make for an easy transition.

“The segment has suffered as a result of bright and busy packaging aimed at the value end of the market. It doesn’t reflect where we are now, with more premium products and a drive to buy what’s best for the pet, so the Selective range will really stand out as head and shoulders above the rest.”

Retailers can expect to see the new packaging filter through to the trade from this month. The product formulations remain unchanged and Supreme will continue to support the trade with money-off coupons, samples and POS materials.