The rebrand was commissioned to “unify” the food manufacturer’s purpose of ‘Food to Feel Good’ across all touchpoints, ranging from internal culture to external communications.
The group is aiming to create a more cohesive visual and verbal identity which “articulates its values, inspires employees, and reflects the brand’s momentum”.
Visual changes include a redesigned logo, new colour palette and refreshed imagery. Compleat Food Group has also launched a new set of guiding principles which can be found on the company’s updated website.
It marks the biggest change to the group’s brand identity since the group formed in October 2021 following the merger of Addo Food Group and Winterbotham Darby.
Compleat Food Group now has a £1.3 billion turnover and a portfolio of brands that includes Wall’s Pastry, Pork Farms, Wrights, unearthed, Vadasz, Squeaky Bean and Palace Culture.
It is backed by private equity firm PAI Partners and employs more than 6,000 employees across 17 sites.
Nick Field, chief executive officer at Compleat Food Group, said: “Since our launch in 2021, our ambition has been to make food that puts smiles on people’s faces – we call it Food to Feel Good. This commitment has led to strong growth and we’re not stopping there.
“Our refreshed brand identity symbolises this ambition. It represents our continued momentum and reflects our commitment to driving growth with our customers and delivering lasting impact across the food industry.”
In the past two years, the firm has expanded through the acquisitions of SK Foods, Zorba Foods, Harvey and Brockless, the Real Yorkshire Pudding Co and most recently Freshpak.
Freshpak is a private label manufacturer of added-value egg products, chilled food-to-go snacks and deli fillers based out of 40,000 square metre site in Yorkshire. It employs around 500 people and reported revenues of £93 million in 2024.
