Largest rebrand in Batchelors’ history for range
EASY meals brand Batchelors has unveiled its largest rebrand in its 130-year-history across its Super Noodles, Pasta N Sauce and Cup A Soup ranges.
The major rebrand marks a “significant new chapter” for the Batchelors range, says parent firm Premier Foods, in a bid to increase stand out on shelf for the brand and drive up further sales for the easy meals category.
Spanning across all 200 products under the Batchelors name, the rebrand will be supported by a significant £3.5million investment covering a new TV campaign, out-of-home content, paid social media posts, PR and in-store activations.
The new TV campaign marks Batchelors’ return to the small screen for the first time in seven years that puts the brand’s Super Noodles Chicken Flavour at the heart of the messaging.
Premier Foods reckons the new rebrand has come at a key time for the Batchelors brand. The firm cited Circana data for the year to 22 November which found that the easy meals category had grown by over 122.6% in value sales year-on-year. Premier Foods is now keen to tap into this rising demand from consumers through the refreshed range and bring Batchelors to the forefront of the category.
Kate Yateman-Smith, brand director of quick and easy meals at Premier Foods, said: “This is a landmark moment for Batchelors. Our refreshed packaging brings a more modern feel while still celebrating the product itself – dialling up taste cues, making the range easier to shop, and keeping the familiar brand elements that shoppers know and trust.
“We are confident this new look will be a hit. In fact, early consumer research suggests that the new design will increase purchase intent among Batchelors fans2.
“We’re backing the relaunch with significant investment through a 360° media campaign spanning in-store, OOH, social, PR and TV. Designed to strengthen how we connect with consumers, the campaign will drive awareness, increase visibility on the shelf, and ultimately support our retail partners in growing sales.
“Our range is more relevant than ever, as consumers look for tasty meals that fit around increasingly busy lifestyles. The relaunch reflects our long-term commitment to staying relevant, continuing to innovate and driving sustainable growth across the category.”
