The Compleat Food Group has unveiled the biggest refresh to its brand identity since its formation in 2021.
The London-headquartered business, which produces a portfolio of brands including Wall’s Pastry, Pork Farms, and Wrights, said it commissioned the rebranding to unify its purpose – ‘Food to Feel Good’ – across all touchpoints, from internal culture to external communications.
Visual changes include a redesigned logo, refreshed imagery, and new colour palette – moving from blue hues to a shade of cyan.
Compleat noted that the aim of the brand refresh is to create a cohesive visual and verbal identity that clearly articulates the group’s values, inspires employees, and reflects the brand’s momentum in an engaging, consistent way.
At the same time, the company has also launched a new website containing a new set of guiding principles for ‘Food to Feel Good’, which sets out its mission to shape the future of food for the better.
Since being formed in October 2021 through the merger of Addo Food Group and Winterbotham Darby, Compleat has grown to become a £1.3bn turnover business. It’s been on an acquisition tear of late to expand its capabilities across brand, own label, and foodservice channels.
The purchase of party food specialist SK Chilled Foods and dips and deli fillings maker Zorba Foods was made in February 2024, and it acquired speciality food producer and distributer Harvey & Brockless last September. The Real Yorkshire Pudding Co. was then added to its portfolio earlier this year, and most recently, it put Barnsley-based Freshpak in its basket of brands, a firm that supplies private label chilled food-to-go snacks, deli fillers, and poached eggs.
Compleat highlighted how it was looking to shape the future of the UK’s food landscape across two distinct areas. In the evolution of the Mediterranean deli category, it said it is playing a leading role by combining category leadership and insight, with expertise in continental sourcing. It leads the market in olives and antipasti and continental meats, while driving innovation in dips and houmous, added the group.
In traditional and modern British classics categories, meanwhile, Compleat is the leader in chilled savoury pastry and chilled Yorkshire puddings, is expanding its footprint in Asian and oriental snacking, and is home to the UK’s fastest-growing chilled plant-based brand, Squeaky Bean.
“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,” commented Nick Field, CEO at The Compleat Food Group. “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,” added Field.
Compleat is backed by European private equity firm PAI Partners and employs over 6,000 people at 17 sites across England and Wales. In March, it announced a downsizing of the workforce at its Crewe factory, just a few weeks after it revealed a staff reduction at its Tottle bakery in Nottingham.
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