Honeyfields, the wild bird food brand from WHM Pet, has unveiled a major rebrand, designed to boost on-shelf standout, simplify shopper choice and unlock stronger retail performance.
Backed by extensive market research and rooted in a bird health-first philosophy, the new Honeyfields Simply Range is built to work harder in-store - delivering clearer navigation, stronger visual impact and improved margin potential.
At the heart of the relaunch is a new brand positioning; putting bird health first to Rewild Your World, taps into rising consumer demand for nature-led lifestyles. Feeding birds is repositioned from a routine purchase to a bird-health conscious, rewarding, feel-good experience - driving stronger shopper engagement, longer dwell time and higher purchase intent.
The refreshed packaging has been engineered to cut through on shelf and simplify decision-making. A cleaner, more contemporary look is paired with single-minded product claims and a more intuitive pack architecture - helping shoppers find the right product, fast.
Added-value features, including a feeding and hygiene guide and a QR code linking to the Honeyfields Discover hub that shares seasonal feeding tips and insights for feeding responsibly, helping to build trust and encourage repeat purchase.
The full range has been streamlined to remove duplication while maintaining choice across species, feeding occasions and budgets.
Leading the relaunch is the new Honeyfields Simply Range: Bird Health First - a premium collection spanning key subcategories including seed mixes, straights, suets and treats.
“We have developed the Honeyfields Simply Range and designed feed and feeders to help consumers create thriving natural environments for garden birds all year round,” said Sarah Kitson, Head of Marketing at Honeyfields.
“But we actually go beyond just providing wild bird food; our foods and feeding strategies put bird health first to help them flourish, wherever they are and whatever the season.
“Our new branding and messaging support shopper navigation making it easier for bird lovers to invite the beauty and vitality of wild birds into their everyday life. Our aim is to make feeding wild birds accessible, from urban environments to the wilds of the countryside we want everyone to connect with nature and enjoy their beauty and song, whilst maintaining a strong focus on education to support responsible feeding.”
For retailers looking to strengthen their wild bird proposition, simplify range management and drive premium sales, Honeyfields’ new chapter offers a compelling proposition.
The rebrand is backed by a targeted channel strategy and comprehensive support, including:
- Strong margin structures and competitive pricing
- Introductory stocking incentives
- National and bespoke promotional activity
- Category management expertise
- Staff training support
To find out more contact your Regional Sales Manager or call 0845 257 0232.
