The English Provender Co. has announced a full rebrand which will see a return to its homeland with traditional designs conjuring up images of rural England and exceptional quality, classic chutneys. The chutney and pickle maker’s new look will see its distinguishing square jars graced with beautiful watercolour style graphics showcasing each product’s ingredients.

Chutney lovers will be the focal audience, with the rebrand delivering a distinctive brand identity harking back to The English Provender Co.’s heritage. Each jar will retain a cauldron-inspired copper lid and newly feature the caption “Relish Every Moment” on a luxe paper-finish. The brand-new packaging will ensure the range is an equally beautiful addition to a festive cheese board or a condiment selection at big family dinners.

Kira Mutimer, brand manager at The English Provender Co., said: “The chutney category is currently facing value decline due to the growth of standard tier and brands’ reliance on £1 deals. With private label dominating the chutney category, brands are having to ensure they offer a clear point of difference to give consumers a reason to trade up. Following extensive consumer research into consumer desires The English Provender Co. has completed a brand overhaul announcing a new design which we feel will go a long way to delivering this strong point of difference.

She continued: “The designs were qualitatively and quantitatively researched with over 1,000 consumers and results showed high levels of appeal and intent to purchase. This rebrand has been strategically timed to support the brand’s key winter sales period, reinforcing its positioning as a premium condiment brand and giving consumers a reason to trade up, delivering value growth within the mature chutney category.”

This update comes hot on the heels of the brand’s pickle range extension earlier this year, with a new Hot Tomato variant. Having already received great feedback on its range of existing pickles, the brand launched the new flavour to market, positioned to capitalise on the increased consumer demand for more distinctive and ‘hotter’ products. The new pickle offers an attractive alternative to traditional brown pickles, is filled with chunky vegetables and has a fiery hot chilli flavour with a smoky sweet tomato overtone. Available for £1.50 at Sainsbury’s and on shelf in Waitrose from November, this pickle has been made with specially selected ingredients and designed to add flavour to a range of dishes.


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