Amy's Kitchen frozen food range targets UK

Amy's Kitchen, the leading US healthy frozen foods brand, is pushing to break into the UK following the announcement that it has gained listings at Asda and Sainsbury's.

Amy's Kitchen: rolling out UK-specific range
Amy's Kitchen: rolling out UK-specific range

The 20-year-old brand, which has annual revenues of about $270m (£164m) in the US, has hired design agency Honey to devise a UK-specific brand identity.

The packaging for variants such as Rice Mac & Cheese and Vegetable Lasagne is intended to convey a premium positioning, as well as a ‘personal and homey ethos’, reflecting the brand’s family ownership.

Damien Threadgold was recently appointed UK sales director to lead growth via grocery and health food channels.

 

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Why your iPhone is killing your creativity

Every day, the insatiable parasite that is your smartphone makes you worse at your job, writes a group creative director at Ogilvy.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More