Made Thought to refresh Linda McCartney food brand

The Linda McCartney vegetarian food range is to be rebranded by Made Thought for a total relaunch next year, Design Week can reveal.

The intention is to breathe new life into the brand that was acquired by US organic food firm Hain Celestial Group from Heinz for an undisclosed sum earlier in the summer. Made Thought was appointed to the design project last month, following a three-way pitch.

The revamped brand and revised packaging design will be applied to existing products in the Linda McCartney range. Hain Celestial Group is also planning to expand the Linda McCartney portfolio with new ranges and products in 2007.

With the acquisition of the brand, its aim is to re-establish the original vision and intentions of Linda McCartney, creating new products and ranges, says Ben Parker, creative director at Made Thought. ‘We will freshen it up and make the brand more contemporary and relevant,’ adds Parker.

The Linda McCartney range takes its name from the former wife of Beatles band member Sir Paul McCartney.

The vegetarian frozen food business was set up in 1991. The range of products includes meat-free pies, sausages, burgers and pasta dishes. The brand did much to popularise vegetarianism when it launched, but has faced increasing competition since.

Hain Celestial Group also produces Soy Dream non-dairy drinks and Terra Chips gourmet crisps.