When Cairns Foods unveiled a bold new look for its flagship Spuds potato chips this week, it was more than a packaging change. It marked a strategic attempt to refresh one of Zimbabwe’s most recognisable snack brands in an increasingly competitive consumer market.

For decades, Spuds has occupied a familiar place on supermarket shelves, in school tuck shops and on family shopping lists. The brand’s identity became closely tied to its distinctive packaging, creating a sense of familiarity that many consumers grew up with.

Now, as the redesigned packs begin appearing across the country, retailers and customers are adjusting to a new image while weighing whether the change strengthens the brand or risks weakening the connection built over generations.

At a cake and bakes shop along Third Street and Herbert Chitepo Avenue, one business owner viewed the rebrand as a calculated business move whose success will ultimately depend on consumer acceptance.

"I think the company wanted a fresher image, but the market will decide whether customers buy into it," she said.

She noted that while rebranding can help products remain relevant, established brands must be careful not to alienate loyal customers.

"A rebrand can work, but only if customers feel comfortable with it  otherwise sales may slow at first."

Across Harare’s retail sector, reactions remain mixed.

A worker at Madhadha Liquor Store said customers often focus more on product quality than packaging

"They changed the pack, but the taste is still what matters most."

She added: "As long as the product is the same, the packaging can change, but people will always compare."

However, another retailer operating in the Avenues area said the old packaging carried a strong advantage because customers recognised it instantly.

"From a seller’s point of view, the old packaging moved faster because people knew it."

"This new look may take time to settle, but the old branding was already winning customers."

For some consumers, the change touches on something deeper than marketing.

Charlotte Ndlovu believes the previous design helped distinguish the brand in a crowded snack market.

"The old branding made them distinct and made it unique. Now it's difficult to differentiate whether it's Simba, Lays or Chompkins. Why change something that was working well?"

Mufaro Manzunzu said the old packet carried emotional value that extended beyond the product itself.

"The only reason I have been buying Spuds on all my visits and tours to Zimbabwe is the memory the package serves."

Tanatswa Marodza questioned whether enough customer feedback had been gathered before the redesign.

"It was just a bad idea. They must bring back the old packaging and I wonder if they used customer reviews."

Yet not all customers share that view.

Some believe the refreshed packaging could help the brand compete more effectively for attention on crowded retail shelves.

"The new pack stands out, and in business that can help the product get noticed," said one consumer.

"I actually like the new branding because it feels brighter and more competitive."

Others see the move as a reflection of broader economic realities facing manufacturers.

"Sometimes it's about survival in the marketplace,"said Tinotenda Karonga.

"Fuel prices have gone up but ever since we have been buying Spuds at the same dollar whilst costs in the value chain have gone up."

Marketing practitioner Cuthbert Nduwure said the challenge for any established brand is finding a balance between modernisation and familiarity.

"They don't need to hold back completely if they must change, but they should run the new pack with focus groups or real customers before national rollout."

"Keep core colours, font, and the 'SPUDS' word mark that people recognise. Tweak, don't replace."

He added that consumer communication is often overlooked during rebranding exercises.

"They should explain why. If it's for sustainability or cost, tell customers. People accept change better when they understand it."

The development comes as Zimbabwe’s fast-moving consumer goods sector faces growing competition from local and imported brands, forcing companies to continuously reinvent themselves while protecting customer loyalty.

For Cairns Foods, the rebrand represents a bet that a modern appearance can attract new consumers without losing the generations that helped make Spuds a household name.

Efforts to obtain comment from Cairns Foods were unsuccessful as calls went unanswered.