“After ten years of continuous growth, Ginsters’ popularity was beginning to wane. Ginsters products were coming to be seen as old-fashioned and unhealthy. Smith & Milton were called in to rejuvenate Ginsters. They responded by redefining the brand’s proposition, “Real Honest Food”, and re-exploring its Cornish values, creating distinctive and strong new packaging across 35 product lines. Since the rejuvenation, Ginsters have achieved a growth of £15m year-on-year (+24%), and achieved a record total market share of 10.1%.” — Design Business Association, 2009.