Infuzions, a well-known player in the Australian snack market, has undergone a major brand refresh as part of a strategic move to strengthen its presence in the ‘better for you’ snacking segment.
The update, led by Majans in collaboration with creative agency Asprey, includes a refreshed visual identity, updated packaging, and new product offerings aimed at expanding its appeal to health-conscious consumers.
The redesigned packaging is now available in major retail outlets including Woolworths, Coles, Costco, and independent stores across the country, as revealed in a news release.
According to Majans, the refreshed look is intended to attract a wider audience while continuing to resonate with its existing loyal customer base.
Hayley Bonaccorso, Marketing Manager at Majans, described the brand refresh as a significant step forward for Infuzions.
“This refresh marks an exciting new chapter for Infuzions. It’s more than a design upgrade — it’s a strategic repositioning to ensure we remain the go-to brand for Australians seeking lighter, healthier snacking options,” Bonaccorso said.
She added that the company worked closely with Asprey to ensure the new look aligned with the expectations of today’s consumers.
The updated brand identity is being introduced alongside changes to Infuzions’ product range. These include a reformulated Veggie Straws Sour Cream & Herb flavour, as well as the addition of a new Salt & Balsamic Vinegar variant.
Rick Raniga, Director at Majans, said the product updates are part of an ongoing commitment to innovation and customer satisfaction.
“These flavour updates reflect our commitment to constantly improving and innovating — always listening to our customers and delivering snacks that surprise and delight,” Raniga said.
Majans indicated that the brand refresh is part of a broader innovation strategy, with additional new product launches planned for release in Woolworths stores in the coming months.
