The Hungry Wolf deli fillers are designed to be served hot with bread. The brand aims to open up a new segment in the £126m deli filler market using the language and cues of gourmet street and festival food. It is positioned as ‘gourmet street tucker you can enjoy at home’.
The new brand consists of premium British pulled meat in sauces and seasoning. It comes in three flavours: Pork & Apple, Beef & Horseradish, and BBQ Pork.
“This is a very high quality product that offers a delicious alternative to conventional sandwich fillings,” said Stephen Bell, executive creative director of Coley Porter Bell. “It was an exciting challenge to develop the first brand for a highly successful unbranded provider while opening up a new segment in their market. This meant the branding and packaging had to work much harder than usual.”
Fresh Pak supplies own-label sandwich fillings to the major multiples. Founded over 20 years ago, it now employs 370 people at its site in Yorkshire.
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