200 year old Crosse & Blackwell launches contemporary rebrand


Soup brand, Crosse & Blackwell, has announced that it will be rebranding in January 2019, in a move set to invigorate the canned soup category. The rebrand features a new packaging design for each of the 15 soups in its portfolio, including four new variants – Carrot & Quinoa, Chicken & Multigrain, Broad Bean, Gammon & Parsley and Green Vegetable & Kale.

The rebrand is set to contemporise the brand whilst communicating its ongoing commitment to high-quality ingredients from local producers. It also highlights the relationship between the farmer and the chef, a ‘perfect partnership’ that Crosse & Blackwell first embarked on with its trusted suppliers in 1819.

New packaging features a dark background with a striking colour to contrast – a contemporary look that still remains true to the brand’s 200-year heritage. The cans feature an ‘Established In’ stamp to highlight this and a line that reads ‘From British Farms’, emphasising the local produce partnerships between the farmers and Crosse & Blackwell development chefs.

The rebrand will be supported by a regional advertising campaign featuring ITV Weather’s Becky Mantin on location at one of its grower’s farms in Yorkshire, explaining how the Great British weather shapes the perfect environment to grow the produce which go into Crosse & Blackwell soups. In addition to this it will be supported by PR, as well as in store media including online and shelf support.

Dean Towey, marketing director for Princes, owner of Crosse & Blackwell commented; “After the significant amount of development and research that has gone into the Crosse & Blackwell rebrand, we’re thrilled to finally announce that the new-look products will begin to feature on supermarket shelves.

“We wanted to make an impact through a new design that will bring a disruptive and contemporary edge to the ambient soup category – one that echoes our new variants such as Carrot and Quinoa – but also stays true to our roots as a trusted partner of British Farmers.”

Crosse & Blackwell provides a varied offering of canned soups and all of the brand’s soups contain British sourced ingredients. Aligning with current consumer health trends, at the end of 2018 Crosse & Blackwell launched four new products in an effort to attract a younger shopper.  The new variants include Broad Bean, Gammon and Parsley Soup, Carrot and Quinoa Soup, Chicken and Multi-Grain Soup and Green Vegetable and Kale Soup.