The Compleat Food Group, the owner of brands such as Wall’s Pastry, Pork Farms, Unearthed, and Squeaky Bean, has unveiled the biggest refresh to its identity since its launch in 2021.
The brand refresh was commissioned to unify the company’s purpose – ‘Food to Feel Good’ – across all touchpoints, from internal culture to external communications. The aim is to create a “cohesive visual and verbal identity that clearly articulates the group’s values, inspires employees, and reflects the brand’s momentum in an engaging, consistent way”.
Visual changes include a redesigned logo, new colour palette and refreshed imagery. It has also launched a new set of guiding principles for ‘Food to Feel Good’, which sets out its mission to “shape the future of food for the better”. This can be found on the company’s new website, which has been launched in tandem with its new brand identity.
Since it was formed in October 2021, The Compleat Food Group has grown to become a £1.3bn turnover food group following several acquisitions. These include SK Foods and Zorba Foods, leaders in private label chilled party foods and dips and deli fillings, and the speciality food producer and distributor Harvey and Brockless.
Earlier this year, the company added the Real Yorkshire Pudding Co. to its portfolio of brands, followed most recently by Freshpak, a leading supplier of private-label chilled food-to-go snacks, deli fillers, and poached eggs.
The group stated that it is shaping the future of the UK’s food landscape across two distinct areas. In the evolution of the Mediterranean Deli category, The Compleat Food Group is playing a leading role by combining category leadership and insight, with expertise in continental sourcing. It leads the market in olives and antipasti and continental meats, while driving innovation in dips and houmous.
Meanwhile, in Traditional and Modern British Classics, the group is the category leader in chilled savoury pastry and chilled Yorkshire puddings, is expanding its footprint in Asian and oriental snacking, and is home to the UK’s fastest-growing chilled plant-based brand.
Nick Field, Chief Executive Officer at The Compleat Food Group, commented: “Since our launch in 2021, our ambition has been to make food that puts smiles on people’s faces – we call it Food to Feel Good. This commitment has led to strong growth and we’re not stopping there.
“Our refreshed brand identity symbolises this ambition. It represents our continued momentum and reflects our commitment to driving growth with our customers and delivering lasting impact across the food industry.”
