Surya Foods’ parent company launches major rebrand

Surya Foods’ parent company logo has undergone a major rebrand which is being rolled out across the entire business including the group’s leading world food and hotel subsidiaries.

It is only the second time the logo has been altered since Surya Foods was founded in 1998. The logo has been modernised to reflect the firm’s increasingly sophisticated operations in the UK and abroad and its rapid expansion into other key UK sectors, which now ‘ include the food, hotel and leisure industries.

The logo features Surya’s traditional corporate navy blue hues – with the ‘S’ encased within a swirling circle representing the global nature of the business.

Surya Foods managing director Harry Dulai said: “We are delighted to unveil a new Surya logo which has a sleek and professional look and feel which more fully reflects the breadth of businesses now under the Surya brand. Company logos are an important signature of a brand’s identity and we recognised the need for a new logo that more fully reflects all the sectors we now operate within.”

The clean and memorable graphic style has been designed to create instant brand recall and will be applied consistently across the business to aid in cementing the brand’s strong visual identity.

Surya Foods is one of the largest suppliers of authentic world foods to the UK food sector. Its unrivalled, extensive world food ranges has seen it become the biggest supplier of world food lines into supermarket giants Tesco, Asda, Sainsbury’s and Morrisons, with extensive independent retail accounts across the UK. The company’s leading, authentic Laila basmati features in the UK’s top three rice brands (2017 Nielsen data).

Meanwhile its hotel portfolio, Surya Hotels, features 12 hotels across the UK, including The George, Colchester, Great Hallingbury Manor and the Kingscliff Hotels in Essex, the Duke’s Head in Norfolk and The Mill Hotel in Suffolk. It also owns the Dragonfly hotel portfolio with sites in King’s Lynn, Colchester, Bury St Edmunds and Peterborough.

The move comes as Surya’s leading rice brand, Laila rice, celebrated its best year ever in 2017 – climbing to a Top 3 place in the UK rice category and achieving the greatest branded growth of the year, up 43.9% (£2.6m) on volumes up 38.9%. (Nielsen 2017)

The rebrand will take in all Surya Foods products globally with new packaging and corporate materials set to filter through from May 2018 onwards. Similarly the new design is now being rolled out across Surya Hotels.