Cauldron reinforces the power of plants with fresh new look and NPD

• A full rebrand and suite of new packaging will roll out from 25^th 
• New Spinach & Carrot Veggie Bakes and Pumpkin & Caramelised Onion Veggie Bakes will be available in Asda from 4^th April, followed by Tesco and Waitrose. Extra Firm Tofu will be available in Asda from 8^th April, followed by Sainsbury’s stores. 
• The 10 strong range rebrand includes a mixture of classic Cauldron bestsellers including Tofu, Sausages and Falafels. 

Cauldron Foods is set to burst to the front of shoppers’ minds with its vibrant new look and a new range of products, packing a powerful plant based punch.

New veggie centreplate options are joining the range, Spinach and Carrot Veggie Bakes and Pumpkin and Caramelised Onion Veggie Bakes (200g: RRP £2.75) will be available from 4^th April in Asda stores, followed by Tesco and Waitrose. Extra Firm Tofu (220g: RRP £2.00), will be available in Asda from 8^th April, followed by Sainsbury’s stores.

Rolling out from 25^th March, the bold new-look range includes the classic Cauldron bestsellers Tofu, Sausages, and Falafel, the No. 1 plant based snack worth over £7.8m RSV[1].

The fun and colourful new look encapsulates Cauldron’s products perfectly – packed full of vibrant and nutritious plant based ingredients. Over 90% of consumers said the new look was positively different versus other chilled products available. The purchase intent also stepped up for the new design. Consumers referred to the new branding as bold, eye-catching, modern and tasty[2].

Alongside a full packaging redevelopment and range relaunch, this move will reinforce the brand’s position as a key player in plant-based eating, driving the category forward.

Gill Riley from 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.”

[1] Circana 52 w/e 27^th Jan 2024

[2] Research conducted in October 2023 –sample size 301 respondents