UK flatbread brand, Deli Kitchen, has refreshed its core range with a new look and feel, dialling up its food and transparency credentials ahead of key summer trading. Ten years on from its launch into UK supermarkets, the move represents its first major rebrand.
The new look and feel gives cues to international bread traditions and the region of each product, along with its trademark colourful palette to help consumers easily identify products.
It also sees a refreshed logo and brand mark featuring a flame at its centre, reflecting the role of traditional baking methods. The wider design runs across the full range to “unify the portfolio and improve standout on shelf to shoppers, reinforcing the brand’s focus on craft and quality,” it said.
UK CMO, James Eid, said: “Insight driven decisions are central to our approach as the brand matures, and summer is a key moment for us as consumers look to eat outside and light their barbecues.”
Alongside the visual refresh, the brand is also responding to growing demand for clearer product information by introducing a new transparency label system, Our Promise. This shifts key ‘back of pack’ information into a neat consumer friendly call out on the front.
“Our Promise highlights clear nutritional cues, such as high fibre and high protein, helping shoppers instantly recognise the nutritional benefits of each bread.” Eid added. “Ten years on, we’ve accumulated a huge amount of learning and category understanding for the brand.
“The new look and feel capitalises on our expertise whilst also going deeper to support consumer decision making through the new labelling system. Innovation has been at the core of our business, and this move sets the tone for the next decade.”
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