ancy Coley Porter Bell (CPB) has revealed a new design for one of the UK’s leading cooking sauce brands - Loyd Grossman - which is owned by Premier Foods. This is the first project the agency has launched for Premier Foods since winning the account last summer.CPB was tasked to create a design that reflected the new brand essence of vibrant flavours and also demonstrate the brand’s core values of premium quality and modernity across its Italian, Thai, Indian and Tex-Mex ranges. The agency developed new graphics for the existing jar structure. The new design celebrates the product ingredients with the use of dynamically composed photography. Naturally rich accent colours aid navigation and reflect the vibrant flavours of the product range. The brand marque has stayed the same.
Stuart Humm, Creative Director at Coley Porter Bell commented: “The new look is dynamic and takes cues from the quality ingredients in the sauces and targets people who are passionate about food, but don’t necessarily have the time to cook a meal from scratch. Ultimately, creating an adaptable and functional identity is the primary consideration, so it’s important that the branding stands out for Loyd Grossman as a brand name, but also be something that fits with the industry..”
According to Kantar WorldPanel, 94% of UK households purchase cooking sauces in a year and Loyd Grossman, currently worth over £54million, is the number one premium cooking sauce brand.
Jon Burton, Category Marketing Director at Premier Foods added: “The new design created by Coley Porter Bell clearly demonstrates its understanding of the product variant and the need to help shoppers navigate the very busy category of cooking sauces.”
Lasagne is the third-biggest flavour in the UK’s cooking sauce category with annual sales of £34m, CPB also developed the re-brand for two new lasagne sauce pouches (white sauce and tomato sauce) – a new line which was announced earlier this year. Lasagne sauces are now available in Morrison’ and Tesco.
