Iconic KY Jelly® Rebrands as Kynect_Lifestyle

One of the UK’s leading lubricant brands* KY Jelly® unveils today its contemporary new look and brand name, Kynect®.

KY Jelly®, with its iconic brand heritage dating back to 1904, and often regarded as the generic term for lubricants, will use its new persona to communicate intimacy and connection.

Roger Scarlett-Smith, Executive Vice President UK at Thornton & Ross, the brand’s manufacturer explains; “KY Jelly® has built up a highly loyal customer base going back several generations. Our research shows that users appreciate the role it plays in facilitating connection and enhancing experience.

“By rebranding to Kynect®, we will create a new and distinct brand positioning. Our marketing investment will focus on Kynection, the positive feel good effect from both the physical and emotional sides of relationships, reinforcing our position with loyal customers as well as attracting and engaging a new audience.”


The new Kynect® packaging will start to hit shelves from this week, carrying the message ‘KY Jelly® soon to be Kynect®’. Cheshire-based brand agency Brandon was enlisted for the creative overhaul in developing the new brand identity.

Kynect® is available in two sizes: 50ml and 75ml from major supermarkets, chemists and independent retailers, and also direct via Thornton & Ross

*KY Jelly® has 13.9% market share (by value) of the UK lubricant market, and KY Jelly® 50ml is the #1 volume selling lubricant in the UK – IRI data w/e 5th September 2020