27 Apr 2026 First Choice – new pack design and improved custard taste
Woodlands Dairy’s First Choice Custard has unveiled a fresh new look and an even creamier taste….
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, brandmanager 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 look of the past, the new design features clean, flat colours that are 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,” she adds.
“The overall tone has shifted from purely functional to confident and joyful, making the product feel like a treat.”
Van Nieuwenhuizen notes that the custard recipe has been tweaked for an improved taste – but remains delicious and offers excellent value for money.
New marketing campaign
At the heart of the brand’s new marketing 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 curved ball,” says Van Nieuwenhuizen. “Things may get tough, but there’s always sweetness to be found, and our custard reminds South Africans of that.”
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 a favourite dessert. Perfect for any occasion, this UHT custard is free from preservatives, containing only natural colourants. The packaging is recyclable, supporting a more sustainable choice for consumers.
Available from selected retailers, First Choice Custard comes in a range of pack sizes: 200 ml (R9.99), 500 ml (R21.99), and 1L (R29.99 – R32.99).
Source: Woodlands Dairy