Batchelors has unveiled the largest rebrand in its 130-year history, spanning all 200 products across its Super Noodles, Pasta N Sauce and Cup A Soup ranges.
The relaunch marks a significant new chapter for the brand, it said, with a bold new visual identity designed to “create greater consistency, improved navigation at shelf and unlock further growth in easy meals.”
The rebrand will also be supported by a £3.5m investment spanning a new TV campaign, large-format OOH, paid social, PR and high-impact in-store activation - all designed to remind shoppers of Batchelors’ taste and “craveable comfort.”
On the small screen, the campaign marks Batchelors’ first new TV ad in seven years, celebrating its irresistible taste and spotlighting the iconic Super Noodles Chicken Pot. With the full Batchelors portfolio being non-HFSS, retailers can maximise prominent display opportunities across stores, helping to drive further growth within the category.
Kate Yateman-Smith, brand director of quick and easy meals at supplier Premier Foods, said: “This is a landmark moment for Batchelors. Our refreshed packaging brings a more modern feel while still celebrating the product itself - dialling up taste cues, making the range easier to shop, and keeping the familiar brand elements that shoppers know and trust.
“We’re backing the relaunch with significant investment through a 360° media campaign. Designed to strengthen how we connect with consumers, the campaign will drive awareness, increase visibility on the shelf, and ultimately support our retail partners in growing sales.”
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