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Walls Heritage Features In Pork Pie Image Makeover
Kerry Foods is giving its range of Wall’s savoury pastries a packaging makeover to increase shelf standout and drive new sales.
Focusing on celebrating Wall’s famous Heritage, Taste and Quality, the new packaging is being rolled out to chillers now to also celebrate exciting new additions to the range, as well as great improvements to old favourites.
The new, higher quality packaging features an enhanced and even bolder version of the famous Wall’s logo, paying homage to Wall’s foundation in 1786 by Thomas Wall in London’s St James’ Market, while the great taste credentials of the Wall’s pastry range are celebrated with attention grabbing photography and product windows to show off the high quality food inside.
Richard Tyler, customer marketing controller at Kerry Foods said: “Food to go is the fastest growing shopper mission in convenience and pastry is the category’s second biggest performer, so it’s absolutely vital that a beacon brand like Wall’s – the number one pork pie and number one sausage roll brand – keeps driving momentum to support that growth.
“Research shows that quality is the single most important influencer for the food to go shopper, while chilled shoppers want the reassurance that famous, trusted and quality brands bring.
“As well as leading the way in grocery, Wall’s pastry is also the fastest growing brand in convenience and the new look across our range will help to further reinforce Wall’s quality credentials and keep driving sales across our range during key sales periods such as the World Cup and beyond.
“We are also confident our new additions and improvements will help to continue growing interest and, ultimately, new sales for retailers.”
New to Wall’s pastry line up is two Mini Pork Pies, featuring two 50g pies designed for snacking and sharing (RSP: £1.69), while Wall’s best-selling sausage roll offering gets even more filling in a new 150g Jumbo format (RSP: £1.89) and will be available exclusively through Kerry Foods’ Kerryfresh direct delivery service.
Meanwhile, Wall’s Cornish Pasty (RSP: £2.00; 240g) gets a new improved recipe and features a special Protected Geographical Indication on-pack flash to celebrate its official status as a ‘Genuine Cornish Pasty’.
Wall’s pastry portfolio will also benefit from the halo effect of a new £1.5m integrated marketing campaign for Wall’s sausages this summer, while the updated pastry range will be supported with bright and vibrant POS materials, including shelf edge strips, barkers and posters celebrating ‘Great British Pastry with Wall’s’.
Cheering Reminder Of England Football Glory With 66p Holland's Pies
To celebrate the World Cup, Holland’s Pies, one of the UK’s best-known producers of pies and pastries, is kicking off with a patriotic price for its pies.
Holland’s Pies will be priced at just 66p throughout the tournament; paying homage to 1966, the year when England were crowned world champions.
Selected retailers and chippies, across the North West, will be offering the special priced pies for pie lovers to enjoy whilst cheering on ‘our boys’ in Brazil.
David Girdler, spokesperson for Holland’s Pies, said: “By offering Holland’s Pies at just 66p, we wanted to remind our football-loving pie fans of England’s glory days! Many will be watching the matches, here in the UK, so we wanted to give our fans a patriotic reminder with pies!”
66p chilled Holland’s Pies are available in selected retailers until 22 June and limited edition 66p Big Eat Potato & Meat football pies are available in selected chip shops until 24 June.
Ella's Kitchen 'Grows Up' The Brand To Pre-School Market
Parker Williams has been working with Ella’s Kitchen on a major new design initiative for the brand.
The agency won the brief to ‘grow up the brand’ and keep its loyal users engaged with Ella’s Kitchen for longer as their babies grow up into the pre-school stage.
The designs launch this spring with a new range of snacking products created especially for pre-schoolers.
Parker Williams’ managing director Kate Bradford, said: “The Ella’s Kitchen brand has always put the child first, so our key challenge was to build upon its powerful brand idea and strong visual equities but develop them in step with the growing child.
“We wanted to encourage a generation of good little eaters by feeding their imagination as well as their tummies and developed the new design idea to stimulate little ones to find their own stories from the scenarios on pack.”
Parker Williams’ new design, with its colourful and innovative approach, is designed to take little ones on an adventure and actively encourages the child to engage and interact with the pack.
Four themes with timeless appeal (explorers, magical kingdom, journeys and down on the farm) are a springboard for adventure and discovery, with a cast of playful animal characters to add to the story telling.
Parker Williams creative director Jo Saker said: “We integrated real food photography of the ‘hero’ ingredients into the play scenes on pack to bring to life the idea that good food is part of good fun. Ella’s is ‘Good in every sense’.
“It creates another level of discovery and delight for the child as they recognise familiar fruit and veg in the stories.
“Our aim was to ensure that the design is instantly recognisable as Ella’s – but both idea and execution are seen through the eyes of an older child.”
Paul Lindley, founder and CEO, Ella’s Kitchen, said: “Our Ella’s Kitchen snacking range is truly ground-breaking innovation which engages children’s imagination with the stories and activities on our packs – Parker Williams have created fantastic kids first packaging”.