Branding News: Gourment firm in 'everyday' push

Merchant Gourmet, the speciality food company, is introducing packaging that will promote it as an 'everyday premium' range.

The rebrand, by design consultancy Brewer Riddiford, aims to appeal to 'foodies' and consumers who entertain at weekends. The packaging features a new logo and stylised imagery with evocative tasting notes.

The redesign will initially adorn the brand's bestselling lines, including Sun Dried Tomatoes, Camargue Red Rice, Porcini Mushrooms, Puy Lentils and Mi-Cuit Tomatoes, before being rolled out across Merchant Gourmet's 50-strong range.

The brand is also adding two variants to its Dulce de Leche caramel sauce line: Cappuccino Toffee and Chocolate Toffee.

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