Cauldron’s Reach extended via brand refresh

Bristol-based group Reach has refreshed branding and packaging for vegetarian and organic convenience food manufacturer Cauldron, as the company moves to modernise its image and broaden its appeal.

The new-look packaging will launch next week in supermarkets, independent grocers and health food stores. It is the first major update of the brand in its 30-year history.

According to Cauldron general manager David Arrow, the aim of the revamp is to give coherence to a ‘dated’ image and develop Cauldron’s potential for mainstream growth from a vegetarian base to a wider consumer market of ‘people interested in food’.

The refreshed packaging aims to emphasise the appetising nature of the product and achieve standout on shelf in what is a crowded sector, says Reach managing director Caroline Hagen. Copy and photography have been updated, along with the marque.

‘We concentrated on food and appetite appeal rather than a more obvious vegetarian positioning,’ Hagen says. ‘The style of the packaging gives Cauldron a personality that has an affinity with today’s modern, creative cooking.’

The company’s existing cream and green colours have been retained to aid recognition and give reassurance to existing users, Hagen adds.

The consultancy was appointed following a three-way credentials pitch in August 2002.

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