Food manufacturing group Campbells is to relaunch the Fray Bentos brand, with branding by design group Springpoint.
Fray Bentos is the leading canned hot meat brand in the UK. Improved recipes and new varieties are being launched to coincide with the rebranding. “The challenge was to make the identity of a traditional pie and meats brand more relevant, without losing its butcher shop heritage,” says Springpoint creative director Pat Perchal.
The brand’s marque has been more fully integrated into the round shape of the cans, to help it stand out on supermarket shelves. Brands such as Fray Bentos face stiff competition from frozen and chilled products.