Leading food manufacturer The Compleat Food Group has unveiled the biggest refresh to its brand identity since its launch in 2021.
The brand refresh was commissioned to unify The Compleat Food Group’s purpose - ‘Food to Feel Good’ - across all touchpoints, from internal culture to external communications. It aims 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.
It marks the biggest change to The Compleat Food Group’s brand identity since the group formed in October 2021. Since then, it has grown to become a £1.3 billion turnover food group, and is home to leading brands including Wall’s Pastry, Pork Farms, Wrights, unearthed, Vadasz, Squeaky Bean and Palace Culture.
“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,” Nick Field, Chief Executive Officer at The Compleat Food Group, said.
“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.”
To further expand its category-leading capabilities across brand, retailer brand, and foodservice, the group has acquired several other leading food manufacturers. These include SK Foods and Zorba Foods, the category leaders in private label chilled party foods and dips and deli fillings, and the speciality food producer and distributer Harvey and Brockless.
Earlier this year, it added the Real Yorkshire Pudding Co. to its portfolio of brands, followed most recently by Freshpak, the UK’s number one supplier of private label chilled food-to-go snacks, deli fillers, and poached eggs, and a leading egg processor.
The refreshed brand identity now marks a new chapter for The Compleat Food Group, as it continues on its journey to deliver “purposeful, sustained growth through category leadership and innovation.”
The group 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.