Nestlé in 7m Crosse & Blackwell relaunch

Nestlé is relaunching its Crosse & Blackwell packet sauce range with the sub-brand Creations as part of a multimillion pound renovation of its food division.

Nestlé is relaunching its Crosse & Blackwell packet sauce range with the sub-brand Creations as part of a multimillion pound renovation of its food division.

The company announced plans to axe the Findus frozen food brand in favour of Crosse & Blackwell in July. It will support this move with a 7m Crosse & Blackwell um-brella branding campaign using TV, press, radio and posters, breaking on October 26.

It is understood the campaign, created by McCann-Erickson, will use a claymation family. It will focus on two new products – Crosse & Blackwell New York Take

Out and the SnackStop range of kettle snacks – in the run-up to Christmas.

Paul Dean, Crosse & Blackwell senior brand manager for Creations, says: “Crosse & Blackwell Creations will benefit from a 7m support package for the Crosse & Blackwell brand from now until the end of 1998.”

Creations, a range of dehydrated recipe mixes, will be available in eight flavour categories – Indian, pasta, stir fry, vegetable, potato, classic, quick cook and Mexican.

Each category has a number of different sauce flavours. For example, Mexican Creations has chicken fajitas and chilli con carne flavours.

The design agency Coleman Planet worked on the Creations brand name and package design. Each category will be coded with a different colour, for example Mexican will be orange and Indian will be purple.

Cover Story, page 22

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here