Plant-based manufacturer unveils rebrand and new range of NPD

By William Dodds

- Last updated on GMT

The rebrand will be rolled out from 25 March. Credit: Cauldron Foods
The rebrand will be rolled out from 25 March. Credit: Cauldron Foods

Related tags plant-based

Cauldron Foods has unveiled its new rebrand which is set to be rolled out across its range from 25 March.

To accompany the brand image update, Cauldron has also launched a tranche of new products which will be available in stores next month (April 2024).

The NPD includes ‘Spinach and Carrot Veggie Bakes’ and ‘Pumpkin and Caramelised Onion Veggie Bakes’, both sold in 200g packs at a RRP of £2.75. The bakes will be available in Asda stores from 4 April, before hitting the shelves in Tesco and Waitrose shortly after.

Elsewhere, Cauldron has released its ‘Extra Firm Tofu’, joining its existing range of tofu products. Sold in 220g packs at an RRP of £2, it will be available in Asda from 8 April and then in Sainsbury’s stores too.

The new look aims to encapsulate Cauldron’s products perfectly, with more than 90% of consumers that participated in a survey in October 2023 agreeing that the new look was positively different versus other chilled products available. The purchase intent also stepped up for the new design, as consumers referred to the new branding as bold, eye-catching, modern and tasty.

Based in Middlesbrough, Cauldron is a sister brand of Quorn Foods and is owned by Monde Nissin in the Philippines.

Commenting on the rebrand, Quorn marketing director Gill Riley said that Cauldron was hoping to “capture the imagination”​ of people, whether they follow a plant-based diet or not.

“There is a huge opportunity for growth in this channel, with consumers looking to get more veggies into their diets,”​ Riley continued.

“Cauldron is a trusted brand in the category, and we’re on a mission to rewrite the rulebook, seeing the category through fresh eyes, working with consumers to deliver the best plant possibilities. We’re making a significant brand investment, to connect with our shoppers and showcase just how tasty Cauldron products really are.”

Riley added that Cauldron was keen to “set new expectations”​ about taste in the plant-based sector, as “historically some brands haven’t got it quite right”.

She concluded: “As part of the relaunch you will see a new bold brand identity that will come to life through new packaging, new delicious products, a new look website and social channels. A strong PR, social and influencer campaign will support this, with in-store activation to let people know who we are and where to find us.”

In other news, textured pea protein producer Novo Farina has appointed a new managing director.

Related topics NPD Plant-Based

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