Woodlands Dairy’s First Choice Custard has unveiled a fresh new look and an even creamier taste, inviting South Africans to embrace life’s sweet, simple moments. The revamped packaging and refined recipe mark the next step in the brand’s journey to stay relevant, modern, and meaningful to consumers, reflecting First Choice’s belief that life is always a little sweeter when shared.
According to Marilee Jansen van Nieuwenhuizen, Brand Manager at Woodlands Dairy and First Choice, the custard category is highly competitive and constantly evolving, with shoppers becoming increasingly value-driven but still expecting great taste and quality. “To keep the brand relevant, affordable, and profitable to maintain shelf space, we wanted to make the packaging stand out and improve product performance without sacrificing quality,” she explains.
The new pack design boasts a bold, modern, and premium look aligned with First Choice’s refreshed positioning of More Good. Moving away from the gradient-heavy, cluttered look of the past, the new design features clean, flat colours that feel fresh and contemporary. A bolder, horizontal font improves legibility and shelf impact, while the refreshed custard image exudes indulgence – a vivid trifle set against a brighter background that heightens appetite appeal and visual impact.
The functional milk percentage icon has been replaced with a simple, emotionally engaging “GREAT NEW TASTE!” callout, and the iconic First Choice ribbon anchors the pack for strong brand recognition. The overall tone has shifted from purely functional to confident and joyful, making the product feel like a treat.
Van Nieuwenhuizen adds: “We’ve also made small tweaks to the formula for an improved taste. First Choice Custard remains delicious, great to share with loved ones, and excellent value for money.”
At the heart of the new campaign lies the Soft Life philosophy, a celebration of those comforting, joyful moments that make everyday life a little brighter.
“The ‘Soft Life’ is about embracing small moments of joy and finding comfort in the simple things, even when life throws us a curveball,” says van Nieuwenhuizen. “Think of it as a classic slice-of-life movie – things may get tough, but there’s always sweetness to be found, and our custard reminds South Africans of that.”
The Live Soft Moment campaign positions First Choice Custard as the companion to everyday South African experiences – from power outages to traffic jams and bad hair. “It’s a call to action. Because when someone’s got your back, life’s just a little bit sweeter. And with a spoonful of First Choice Custard, the Soft Life is always just a step away,” van Nieuwenhuizen concludes
First Choice Custard is celebrated for its velvety texture and delightful vanilla flavour. Whether served piping hot or refreshingly cold, it can be enjoyed on its own or drizzled over your favourite dessert. Perfect for any occasion, this UHT custard is free from preservatives, MSG, and Tartrazine, containing only natural colourants. The packaging is recyclable, supporting a more sustainable choice for consumers.
Available from selected retailers and online at Takealot, First Choice Custard comes in a range of convenient pack sizes: 200 ml (R9.99), 500 ml (R21.99), and 1L (R29.99 – R32.99).
LIVE SOFT, MZANSI!
Follow First Choice Custard on:
Facebook: FirstChoiceCustard
Instagram: first_choice_custard
Twitter: FirstChoiceSA