Laila unveils rebrand

Leading rice brand Laila has announced a global, multi-million pound rebrand, unveiling a new strapline and butterfly motif this week at Gulfood, Dubai 2019.

Building on the introduction of 100% recyclable packaging across its entire range of smaller bags last November, the brand has updated its strapline, replacing ‘Love Rice, Love Laila’ with ‘Love Laila Naturally’.

The brand’s signature heart has evolved into a butterfly motif, reflecting the transformation of the brand as it doubles its efforts to attract a mainstream audience while celebrating its ‘natural, environmentally friendly’ credentials.

The motif will start appearing on packs from April, with a brand new Laila website in support of the major rebrand going live around the same time.

This is the first major rebrand since the brand was launched in 1996.

The move comes as Laila adds more than £3 million year on year to the rice category with sales growth of 34.6 percent during the last year. With annual sales now edging toward £12 million, Laila has achieved the biggest branded growth among the Top three UK dry rice brands for the second year running.

Laila owners Surya Foods has also seen a return of its Salaam rice brand to the UK Top 10.

“2018 was another remarkable year for Laila, however, we remain ambitious with our growth targets and this rebrand is very much about taking Laila to a mainstream audience,” said Harry Dulai, managing director of Surya Foods.

The brands said a 360 degree integrated marketing campaign is underway in support of the launch and includes TV advertising, tactical radio campaigns, PR & Print advertising, shopper promotions and events, sampling, merchandising, as well as activity across Laila’s digital and social media platforms.

The rebrand also highlights the brand’s CSR initiatives, further reflected by its affiliation with World Food Aid – a UK charity playing its part in tackling world hunger.