English Provender unveils new premium rebrand

Market-leading chutney and pickle producer English Provender has announced a range rebrand which will fully roll out in Autumn. The designs are bold, distinctive and contemporary with each SKU featuring a bespoke graphic featuring culinary items on a luxe paper-finish label. Each jar is then topped with a cauldron-inspired copper lid with branded identity inside it, breathing new life into the brand’s classic square jar format. The logo itself also now features a friendly illustration of a smiling mouth with a cheeky lip-licking tongue, and each jar is graced with the tagline “Making life delicious since 1979”.

As brand leader with 13% share of the chutney sector, English Provender is looking to drive market growth, attracting new consumers as well as driving frequency of purchase with existing customers. The rebrand has been strategically timed to support English Provender’s key Christmas sales period, positioning the premium condiment-maker as an aspirational lifestyle brand. The brand new packaging should ensure the range is an equally beautiful addition to a festive cheese board or a condiments selection at big family dinners.

Joanne Walsh, Brand Manager at English Provender comments: “The rebrand marks an exciting step change for English Provender, as it evolves beyond typical chutney and pickle usage occasions and becomes a lifestyle choice. We’re confident that the strong aesthetics of the design will provide increased on-shelf stand out and online presence, clearly communicating the brand’s credentials and helping to drive new shoppers into the category. 

Walsh continues: “This rebrand comes hot on the heels of the tremendous successful launch of English Provender Proper Pickles last October. The pickle range has gone from strength to strength, stocked in Waitrose, Sainsbury’s and ASDA stores nationwide and providing a premium option within what was a stagnated pickle market.” 

Made with authentic, natural ingredients with no added preservatives, colours or flavours, the English Provender range is aimed at ABC1 consumers looking for a  chutney or pickle to add to sandwiches and salads. The new contemporary labels will highlight the simplicity of its natural and veggie and vegan-friendly ingredients.

The product launch will be supported with print and digital advertising as well as a heavyweight PR campaign and strategic social media outreach via Facebook, Twitter and Instagram.