Cauldron Foods is rolling out a new look and range of plant-based products.
New lines joining its range include Spinach and Carrot Veggie Bakes and Pumpkin and Caramelised Onion Veggie Bakes (200g: RRP £2.75), which will be available from 4 April in Asda, followed by Tesco and Waitrose. Extra Firm Tofu (220g: RRP £2.00) will be stocked in Asda from 8 April, followed by Sainsbury’s.
Rolling out from 25 March, the new-look Cauldron range also includes its existing bestselling Tofu, Sausages, and Falafel lines.
The brand noted that over 90% of consumers said the colourful new packaging was positively different versus other chilled products. People surveyed referred to the revamped branding as “bold, eye-catching, modern and tasty.”
Gill Riley, Consumer Director at Cauldron Foods, said: “Our goal is simple. We’re here to reignite the brand and capture the imagination of our nation’s plant believers and plant curious. There is a huge opportunity for growth in this channel, with consumers looking to get more veggies into their diets.
“Cauldron is a trusted brand in the category, and we’re on a mission to rewrite the rulebook, seeing the category through fresh eyes, working with consumers to deliver the best plant possibilities. We’re making a significant brand investment, to connect with our shoppers and showcase just how tasty Cauldron products really are.
“Taste has always been key when it comes to food, shoppers shouldn’t settle for less in plant-based, where historically some brands haven’t got it quite right. The category has an opportunity to reinvent itself after months of scrutiny, and we’re ready to set new expectations with existing and new shoppers.
“As part of the relaunch you will see a new bold brand identity that will come to life through new packaging, new delicious products, a new look website and social channels. A strong PR, social and influencer campaign will support this, with in-store activation to let people know who we are and where to find us.”
