Two of Addo Food Group’s brands, Wall’s Savoury Pastry and Pork Farms, are to be relaunched later this month.

Following a consumer-based strategic review, Addo will relaunch the brands, to “help define their roles in the chilled savoury pastry category, build upon their market leading positions, and stimulate incremental category growth”, according to the UK food group.

The positioning and new contemporary look for Wall’s Savoury Pastry, which is home to slices, pasties and 37% of the UK branded sausage roll market, will look to create an emotional connection with consumers, while communicating the brand’s quality values.

Relaunching under the strapline ‘Trusted bakers of feel-good favourites’, Wall’s will appeal directly to consumers that are looking for a truly satisfying and “feel-good” savoury pastry.

Addo said: “The new-look packaging features tactile ink and rich warm gold and red colours that fit the moment.” 

The Pork Farms brand, which has a 49% share of the branded pork pie category, is being repositioned “to draw upon and celebrate its history, heritage and tradition as an iconic British brand that consumers trust, [which] signposts the category and is the nation’s favourite pork pie.”

Relaunching under ‘The taste of Britain’ strapline, the traditional, provenance attributes of Pork Farms “will be brought to life via new rustic paper packaging and the use of tactile inks to appeal to both existing and new, younger consumers”, according to the company.

Differentiate the roles

Following the strategic brand review and usage and attitude (U&A) research findings, Addo will use the relaunch to differentiate the roles of the two brands to ensure they complement each other within the category and play to their strengths.

The research revealed that 74% of consumers recognise the Pork Farms brand as having a strong pork pie heritage, whereas 82% of consumers recognise Wall’s as a sausage roll brand.

Last September, Pork Farms Group, the chilled food producer rebranded as Addo Food Group, following the acquisition of the chilled savoury pastry business Kerry Foods.