English Cheesecake Co.
English Cheesecake Company approached us to elevate the look and feel of their frozen cheesecake range ahead of a major retail launch. The brief was clear: make the packaging irresistible on-shelf, instantly recognisable by flavour, and distinctly premium — while keeping the joy and indulgence of cheesecake front and centre.
The brief
Create a premium, flavour-led packaging direction for a frozen cheesecake range ahead of a retail launch.
Project scope
Packaging design and creative direction. The project images show the pack designs and range presentation.
Explore the service
Planning a product launch or range refresh? Read about our packaging design service or discuss your brief with Wetton&Co.
Bold, flavour-led packaging design for English Cheesecake Company’s frozen bites range — now stocked in major UK supermarkets including Waitrose, Sainsbury’s, Morrisons and ASDA.
From flavour-specific colour palettes to playful typography and layered product photography, we developed a suite of bold, characterful packaging designs that balance shelf standout with brand consistency. We also ensured all formats worked cohesively across the frozen aisle and conveyed the “Eat Me Frozen” message clearly.
Flavours Designed:
Lemon & Mascarpone
Vanilla & Biscoff™
Salted Caramel
Mint Chocolate Chip
- Squashies Collaboration
Each design was tailored to reflect the indulgence of the flavour, using colour cues and ingredient textures to guide the consumer.
The final designs launched nationwide across Waitrose, Sainsbury’s, Morrisons, and ASDA, marking a significant step forward for the brand’s presence in the frozen dessert category.
Customer feedback was overwhelmingly positive, with many praising the bold flavour-led designs and premium feel. The playful yet polished packaging helped English Cheesecake Company stand out in a competitive market, driving strong on-shelf recognition and repeat purchases.
Internally, the project also led to increased consistency across their wider product range, becoming a benchmark for future NPD (new product development) rollouts. Sales exceeded expectations post-launch, cementing the cheesecake bites as a hero SKU within their retail range.
Following the initial concept phase and visual development, we delivered a full suite of bespoke packaging designs tailored specifically for English Cheesecake Company’s growing UK audience. From flavour-specific wrappers to eco-friendly pouch formats, every asset was designed to align with the brand’s personality while delivering a premium unboxing experience across retail and DTC channels.
As part of the nationwide rollout, we worked closely with the production and logistics teams to ensure the packaging didn’t just look great – it worked on shelf, in transit, and online. Each design was tested for print compatibility, sustainability targets, and customer impact. The result? A scalable system of UK packaging solutions that are as functional as they are irresistible.
Our scope included:
Custom dielines and format testing
Retail-ready artwork and flavour variants
Sustainable packaging options using recyclable materials
Bold, brand-first design language that stands out in frozen and chilled aisles
The project reflects our belief at Wetton&Co: great packaging design should not only reflect your brand – it should move product, tell a story, and scale effortlessly across formats and platforms.
This one was a throw back for us, we had the pleasure of crafting a collaborative pack with Squashies by Swizzels Matlow – This was massive for ECC to be able to reach new markets and create a product that oozed nostalgia for some and hunger for the rest
If this particular project is something you might need for your brand then we would love to chat it through and see how we can help!