Nisa overhauls own-brand range

Convenience food retailer Nisa is launching its new own label Heritage range, which has been designed by Equator Design and rolls out this week.

Pantry Juice
Pantry Juice

The core Heritage range will be followed by an essentials range called Heritage Pantry and a premium range called Heritage Gourmet.

The introduction of the new name and new-look products, has been informed by consumer research which revealed that customers recognised the Nisa brand as standing for ‘good food at the heart of the community,’ according to Equator Design creative director Vanessa Christian.

Christian adds that customers feel Nisa is ‘friendly, accessible and likeable’.

Heritage range
Heritage range

A three-tier range has been devised starting with the entry level Heritage Pantry according to Christian who says, ‘Instead of making it sound like it’s cheaper and not as good, like everyone else does, we thought about how these are the kind of things people buy which would have once gone in a larder or a pantry. Value means cheap, not bad quality.’

The core range, named Heritage, ‘is about really good food,’ and the top tier has been named Gourmet, Christian says, because, ‘Gourmet is about really good provenance, and we’ve used beautiful photography to show how delicious they are and placed them in a lifestyle context.’

Gourmet Orange
Gourmet Orange

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