The Compleat Food Group has just revealed a major update to its brand identity. Since its launch in 2021, this is the biggest change yet. The refresh aims to unify the group’s purpose, “Food to Feel Good,” across all aspects of the company. This new identity is designed to create a consistent look and voice that reflects the group’s values and energizes employees.
Visual elements have changed significantly. The logo, color palette, and images have all been updated. Additionally, the guiding principles for “Food to Feel Good” clarify the company’s mission to positively influence the food industry. This new identity is showcased on the company’s redesigned website.
Since its inception, The Compleat Food Group has grown impressively, now generating £1.3 billion in turnover. It brings together well-known brands like Wall’s Pastry, Pork Farms, and Squeaky Bean. To enhance its offerings, the group has made several acquisitions, including SK Foods and Zorba Foods, known for their chilled party foods, and Harvey and Brockless, a specialty food distributor.
This year alone, The Compleat Food Group has added the Real Yorkshire Pudding Co. and Freshpak to its brand portfolio. Freshpak is particularly notable for being the UK’s top supplier of private-label chilled snacks and deli items.
The brand refresh marks a pivotal moment as the group aims for sustained growth through innovation and industry leadership. They are particularly focused on two key areas—Mediterranean Deli and Traditional British Classics. The group leads the market in olives and antipasti, while also expanding into Asian snacking.
According to Nick Field, CEO of The Compleat Food Group, their motto, “Food to Feel Good,” has driven rapid growth. The new brand identity reflects their commitment to making a lasting impact in the food industry.
Recent trends indicate that consumers are increasingly interested in healthier food options. A survey by the Food Standards Agency shows that 50% of Britons are choosing plant-based foods more than they did a year ago. This shift toward healthier choices aligns with The Compleat Food Group’s aspirations.
Overall, this brand refresh is not just aesthetic; it signals a new chapter filled with ambition and a commitment to positive change in the food landscape. For more insights on industrial trends, you can check out reports from Statista or the Food Standards Agency.
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