Mediterranean deli brand unearthed has launched its biggest brand refresh ever as it gears up for further growth after a year of record sales.
The brand refresh includes a packaging redesign and new strapline. It has launched across all of unearthed’s range, which includes antipasti and olives, continental meats, pastry and desserts.
Unearthed, which is part of The Compleat Food Group, has achieved rapid growth in recent years as it gained significant new listings and greater distribution across retailers. In the past 12 months, it has grown 30% to hit £40m in sales,
The brand is now focused on the next stage of its growth, as it seeks to establish itself as the leading brand in Mediterranean deli and continental meats.
The packaging design features the waves graphic, previously used only on olives, across the brand to improve shelf standout and make the brand more recognisable to consumers. It also includes new flavour prompts on pack to dial up unearthed’s taste credentials.
There is also a new brand tagline, ‘Bringing holidays home’, to give greater emphasis to unearthed’s ethos to bring the taste of holidays abroad into the homes of UK consumers.
Carrie Hollis-Patel, Head of unearthed Marketing, said: “Unearthed has had an incredible journey in recent years, growing from just three olive lines to a £40m brand with products across multiple categories. To mark this success, and build on it, it felt like the right time to refresh our visual identity to reflect our status as the leading brand in Med deli and continental meat.”
Unearthed’s growth has been driven by its range of global products that have proved popular with UK, including its bestselling range of tortillas, which are worth £12.3m and growing ahead of the total market by 41.1%, Building on the success of this range, unearthed is introducing more formats, including a Large Spinach Tortilla (500g, £4.20), which will launch in Autumn.
Continuing to expand its portfolio, unearthed has also launched a collection of new products, including Nduja Arancini, Torchon Ham with Herbes de Provence, and Anchovies Provencal.
Hollis-Patel added: “unearthed was born from a desire to bring the flavours and dishes we enjoyed on holiday back home to the UK and that continues to this day. These new products are just the latest example of how we are bringing new and exciting flavours and formats to the med deli fixture and helping to drive wider category growth. Consumers love what unearthed has to offer, and we’re excited to see where our journey takes us next.”
