Euro Food Brands appointed new UK distributor for Ainsley Harriott

The creator of, and market leader in, flavoured couscous and premium cup soup has joined Euro Food Brands’ portfolio, which already includes international brands such as illy, Reese’s, Barilla and the iconic American soup, Campbell’s.

The Ainsley Harriott range has just undergone a packaging revamp, giving more emphasis to the inclusions and flavour of the products, while retaining its premium look and feel. The new designs will be on shelf from January 2019.

Euro Food Brand’s managing director, Peter Butler, says: “We are delighted to be representing the Ainsley Harriott brand in the UK and Ireland. The brand already plays a significant role within flavoured couscous and cup soup; however, we have identified numerous growth opportunities in both existing and new categories and are working closely with production partners to achieve this”.

The Ainsley Harriott range is well-established, trusted and has strong brand awareness. This has been gained not only through Ainsley’s likeability and broad, cross-demographic appeal as a celebrity, but more importantly from the exceptional taste and quality of his products. 

2019 is a going to be a high-profile year for Ainsley, with a new 10-part Caribbean-themed series coming up on primetime TV and the launch of a new cookbook to accompany it.