Seymourpowell has redesigned the packaging for Lil-lets to give the brand a confident, feminine appeal that is easy to find on shelves.

Research carried out by Lil-lets last year found that consumers felt the new packs, which were manufactured by Slovenia-based Omicron, were more easily found on shelf than the current lilac design.

"The new design for Lil-lets non-applicator tampons is feminine and modern, but also acknowledges that women wish for an element of discretion to be respected within this category," said creative director at Seymourpowell Neil Hirst.

Lil-lets senior brand manager Jackie Roberts added: "The contemporary styling of our new packaging gives the non-applicator range a strong identity and clearly differentiates it from our compact applicator tampons.

"It challenges the category norm and as women spend so little time at the feminine hygiene fixture we are confident that our new packaging will work hard for the brand at point of purchase."

Lil-lets is the UK market leader in the non-applicator tampon category, with 79% market share and 2.6m users.

London-based Seymourpowell was founded in 1984 by Richard Seymour and Dick Powell and now employs 80 people.