Cauldron targets younger audience with relaunch

By Gwen Ridler

- Last updated on GMT

Cauldron hoped its relaunch would appeal to a younger audience
Cauldron hoped its relaunch would appeal to a younger audience
Vegan food brand Cauldron is relaunching in a bid to appeal to a younger target audience.

The new brand campaign, Discover Cauldron Inspiration Everyday,​ hoped to promote the use of Cauldron’s products in the preparation of meals cooked from scratch and quick and easy workday dinners.

Developed in partnership with design studio Something More, the new brand identity looked to merge Cauldron’s 40-year heritage with a fresh, modern design that celebrated ‘great ingredients and great food’.

Liz Griffin, UK innovation manager at Cauldron and sister vegan food brand Quorn, explained: “The appetite appeal through unique modern and relaxed foodie photography will set us apart in the category and resonate with a younger consumer.”

Two new products

Cauldron also announced it would launch two new products in 2019 to inspire ‘foodie creativity’.

Digital marketing agency Parallax helped develop a brand book to align communication across all platforms, developed the website in line with the brand’s new feel, and created a digital and content strategy to reach a younger target audience.

The new design highlighted Cauldron’s four key products: Organic Tofu, Organic Marinated Tofu, Middle Eastern Falafels and Vegetarian Sausages.

Meanwhile, export growth helped Marlow Foods, which trades as Quorn and Cauldron Foods, pass £200m in sales last year,​with markets in the US, Nordics, Australia and Germany boosting numbers.

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