Rowse Honey Refreshes Premium Manuka Range
Rowse Honey is rolling out a redesigned packaging concept for its premium Manuka Honey range, introducing what it describes as a new approach to label technology as it sharpens its presence at the top end of the honey category.
Owned by Valeo Foods Group, the Oxfordshire-based manufacturer has developed a new visual identity in collaboration with packaging specialists Coveris, aiming to deliver a more modern aesthetic and a noticeably refined shelf presence.
The refreshed design is being launched across both jar and squeezy formats, with Rowse positioning the upgrade as more than a simple facelift. While the core primary packaging remains unchanged, the brand is banking on a streamlined label solution – supported by technical innovations in label production and materials – to create a clearer premium signal for Manuka within its wider product portfolio.
Creative direction for the redesign was led by The Space Creative, with the concept realised in print by Coveris and supported by Aire Global.
Together, the partners have framed the update as a reflection of Rowse’s commitment to quality, innovation and sustainability – an increasingly important mix for premium grocery brands seeking to stand out without drifting into gimmickry.
According to Coveris, the project involved extensive label trials over a nine-month period, with a focus on elevated decoration techniques designed to enhance both visual impact and the in-hand experience. The upgrades include double hot foil stamping, premium tactile finishes and metallic detailing – elements intended to add depth, texture and a more “crafted” feel that fits the expectations around premium Manuka.
From a materials perspective, one of the most notable changes is the switch from silver paper to uncoated, textured materials, giving the labels a more natural look and feel while maintaining a high-end finish.
The use of dual hot foil applications per label is designed to boost visual richness and tactility, supported by sharp print definition and strong colour fidelity – details that matter when packaging is tasked with doing much of the persuasive work at fixture level.
The redesign also introduces SourceTag FR technology on back labels, enabling improved in-store security integration. It’s a practical addition that speaks to the realities of retail operations, ensuring the premium cues on shelf are supported by features that can help retailers protect higher-value items without disrupting the look and feel of the pack.
For Rowse, the expectation is that the updated labels will deliver a measurable improvement in shelf standout and consumer engagement – particularly in a category where shoppers often make quick decisions based on trust signals, provenance cues and perceived quality.
At the same time, the move helps define a clearer premium tier for Manuka within Rowse’s broader range, supporting navigation for consumers and positioning for the brand.
The latest collaboration also carries a milestone of its own, marking 20 years of partnership between Rowse and Coveris – an enduring relationship that has now culminated in a packaging refresh designed to balance premium aesthetics, technical innovation and sustainability-minded material choices.
In summary
Rowse’s updated Manuka packaging is a targeted premium upgrade: the jars and squeezies stay familiar, but the label experience becomes more modern, tactile and technically advanced – supported by trialled decoration techniques, refined materials, sharper print performance and added security integration.
If the redesign lands as intended, it won’t just look better on shelf; it will help Rowse strengthen its premium Manuka proposition in a crowded, quality-led category.
News Credits: Rowse Honey unveils new high-tech premium packaging
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