The baker will initially launch a new ecommerce website and slightly refreshed packaging, which will communicate the new look, tone and feel.
The new strapline will be Crammed to bursting with seeds & grains. The new website will feature a bold design that makes full use of Vogel’s striking brand colours, a subtle feature on the current packaging.
Seb Willis, commercial director for Vogel’s at Nicholas & Harris, said: “We’re very excited to announce our plans for a new brand identity, proposition and marketing communications. Combined with the modern new look, Crammed to bursting with seeds & grains plays to our unique strengths of superior taste and texture created with a simple recipe without added sugar, emulsifiers or artificial preservatives or flavourings.”
Vogel’s is available in the vast majority of Waitrose stores in the UK, many Tesco and Sainsbury’s stores, Morrisons stores in the south of England and South Midlands, as well as in a limited number of Co-op and Budgens stores, priced from £1.50.
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