Westland Horticulture to target 'romantic' gardener category with product launches

Westland is launching 40 new products across bird food, feeders and hardware this year, aimed at 'romantic gardeners'.

The Westland Peckish wild bird care brand Secret Garden will feature "exclusive designs, antique features and a more decorative garden look and feel", the company says.

The products are designed to appeal to ‘romantic’ gardeners, which is a new consumer category discovered through Peckish insight.

Westland says: "This consumer wants to create an oasis of calm in their bustling world and a return to the simplicity and playfulness of days gone by. This key trend for autumn/winter 2017 will deliver feelings of wonderlust and leave consumers searching for more."

Peckish Natural Balance range will expand to include a variety of sizes and formats designed to appeal to entry level consumers.

Peckish senior marketing manager Rachael Dickinson said: "With over 40 new products coming this autumn/winter, we’re looking forward to driving your bird care category forward, tapping into the latest consumer insight and trends."

Westland claimed £2m extra wild bird food sales last year as the market re-alinged following Solus closing and Scotts buying its Chapelwood brand then selling it to Smart Garden.

Meanwhile, a 30 second Westland Resolva TV advert will appear on ITV, Channel 4 and Sky over the next 3 weeks, during programmes such as Great British Bake Off, NCIS and Modern Families, reaching 29m consumers.

The advert will remind consumers that Resolva Liquid Shots "offer an easy way to apply concentrated weedkiller".


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