Welsh pastry specialist Peter’s has marked its 50th anniversary with new packaging, including a rebrand of its logo and strapline.
The packaging will feature a revamped logo and new photography, with the design encompassing its ‘A taste of home’ message.
It will retain its signature green colour and is set to roll out across all of its retail lines in time for St David’s Day promotions.
Peter’s has maintained a strong retail performance throughout the pandemic, with a particular increase in multipack and family-sized products, it said.
The pastry producer offers a range of pies, pasties and sausage rolls, including a minced beef & onion pie, corned beef pasty and pork roll.
“We are delighted to celebrate our fiftieth year with the launch of our new and improved design. Peter’s products are a family favourite in many homes and our rebrand reflects our commitment to providing affordable, tasty options that families can enjoy together,” said Mike Grimwood, managing director at Peter’s.
The bold refresh is expected to further increase brand recognition amongst consumers, it added.
Peter’s new packaging, supported with in store activity and online advertising, will be rolled out throughout the month.
“This is the biggest ever update to the Peter’s brand, and we really believe our new ‘home’ message will resonate with customers. Peter’s pastries have been loved for generations, and with families spending more mealtimes together our popularity has grown throughout 2020. We’re looking to broaden our appeal with consumers, whilst attracting new shoppers to our range,” added brand manager Owain Jones.