Winterbotham Darby is today launching a new corporate look and feel. The move follows a corporate brand review as the chilled food manufacture specialist solidifies its investment into UK sites and diversification into new categories.
The brand is best known for driving the introduction and growth of the olive and antipasti category in the UK. They are also leaders in the continental meats category – receiving a Compassion in World Farming ‘Special Recognition Award’ in 2019 for their work on raising continental pig welfare standards. More recently the business has experienced success in the pickles and ferments category, under its brand Vadasz, and has captured a growing slice of the plant-based market with its brands Vivera and Squeaky Bean.
The new look and feel follows a corporate brand review, which sees a new corporate brand identity with an updated logo, plus an array of exciting new colours, typography and imagery. The modernised look and feel aims to reflect the forward thinking and innovative nature of the business, and support its passion of delivering happiness through food.
In addition, the company’s two manufacturing sites, Deli Solutions and Alatoni, will be known as Winterbotham Darby (Clitheroe) and Winterbotham Darby (Bicester), respectively, reflecting the important role they play in the Winterbotham Darby family.
A multi-million pound refit has been launched at Winterbotham Darby (Bicester), and is set to be completed this month, transforming the site into a dedicated plant-based manufacturing facility. This will support the company’s growth into the plant-based market which was worth £1.8 billion last year, and is growing at a rate of 8% (Kantar, 2019).
CEO Steven Higginson says: “This new refreshed look and feel reflects our position at the forefront of innovation in the chilled market and the growth in our chilled plant-based range. As the retail landscape continues to evolve, we believe our branding decisions will help us future-proof our business as we continue to grow, develop and expand. They demonstrate our position as a fully integrated business, managing the entire end-to-end supply chain.”
“The name change reinforces that all of our employees stand together as part of the Winterbotham Darby family. This helps to create a better sense of togetherness across our sites and head office – essential in these challenging times.”
The new identity will begin to appear over the coming weeks and months. As ever, the mission of the business remains intact: “to put delicious food on people’s plates”.