Honeyfields®, the trailblazing wild bird food brand from WHM Pet, has unveiled a major rebrand designed to boost shelf appeal, simplify shopper navigation and drive stronger performance for retailers in the growing wild bird category.

Developed through extensive market research into consumer motivations and purchasing behaviour, the relaunch centres on putting bird health first, to ‘Rewild Your World.’ The positioning reframes feeding birds as more than a daily task, encouraging consumers to reconnect with nature while actively supporting bird health. 

For retailers, the result is a range designed to increase engagement and purchase confidence. A bold new packaging architecture delivers stronger stand-out on shelf, clearer product messaging and easier navigation across the range. Simplified product claims help shoppers quickly identify the right feed, while a contemporary, knowledgeable tone broadens appeal to both experienced birders and newcomers to wildlife gardening.

Added-value features are built directly into every pack, including a feeding and hygiene guide and a QR code linking the Honeyfields knowledge hub, providing golden rules to help us to feed wild birds the right way.

The relaunch also introduces a streamlined portfolio, reducing duplication while maintaining strong category coverage. For retailers, this means clearer segmentation, easier stock management and more efficient fixtures.

At the heart of the relaunch is Honeyfields® Simply Range: Bird Health First, a premium collection including sunflower hearts, seed mixes, suet treats and mealworms designed to support bird wellbeing while helping consumers create bird-friendly spaces anywhere.

Honeyfields® is part of WHM Pet, also home to the Marriage’s® brand.

For more information call 0845 257 0232, email info@honeyfieldswildbird.co.uk or visit www.honeyfieldswildbird.co.uk.