Rowse® Honey, part of the Valeo Foods Group, has introduced a redesigned packaging concept for its premium Manuka Honey range. Developed in collaboration with Coveris, the new visual identity features a modern aesthetic and refined shelf presence, supported by technical innovations in label production and materials.
The updated range, available now in both jar and squeezy formats, includes enhanced packaging features designed to reinforce Rowse’s premium Manuka position within the honey category. A combination of textured, uncoated substrates and colored hot foils now defines the visual identity of the product line. Each SKU, including the 500+ MGO variant, is distinguished by a specific foil color, helping customers easily identify product types and supporting brand recognition.
Distinctive Design Elements Enhance Shelf Recognition
The redesign, led by The Space Creative and realized in print by Coveris with support from Aire Global, reflects a joint commitment to quality, innovation and sustainability. Over a nine-month period, the partners completed extensive label trials, focusing on elevated decoration techniques such as double hot foil stamping, premium tactile finishes and metallic detailing.
While the core primary packaging remains unchanged, the upgraded label solution delivers a measurable enhancement in shelf standout and consumer engagement, contributing to a more defined premium tier within Rowse’s product portfolio.
Technical enhancements include a switch from silver paper to uncoated, textured materials for a more natural look and feel, use of dual hot foil applications per label, enhancing visual depth and tactility and sharp print definition and color fidelity delivered through Coveris’ advanced printing capabilities. The inclusion of SourceTag RF technology on back labels improves in-store security integration.
Collaborative Design and Production Excellence
Supporting shared sustainability ambitions, Rowse® Honey partners with Coveris’ recycling facility ReCover Paper for its self-adhesive label production waste. Over the last 12 months, the brand recycled 42kg of release liners, preventing an estimated 9 tonnes of CO₂ emissions compared to landfill disposal as part of the RafCycle™ program with UPM Adhesive Materials. The ReCover Paper facility plays a key role in delivering Coveris’ No Waste vision.
The redesign of Rowse’s Manuka range has already attracted recognition within the packaging sector, having been named a finalist in the UK Packaging Awards 2025 for Label of the Year for Rowse Manuka 500+ MGO Monofloral Honey.
Industry Recognition for Label Excellence
This milestone reflects over 20 years of partnership between Rowse® Honey and Coveris, built on service, innovation, performance and environmental responsibility.
By combining design-led thinking with production expertise, the new Manuka range underlines Rowse® Honey’s commitment to maintaining authenticity and consumer trust while evolving its premium presence in the category.
Visit Coveris at Packaging Innovations, the UK’s leading packaging tradeshow, at stand J114, on February 11-12, 2026, at the NEC, Birmingham to see the packaging live.
