Cauldron overhauls its meat-free product range

Cauldron%20foodCauldron, the vegetarian and organic foods brand, is relaunching its range of meat-free products with an overhaul of its logo and packaging.

The redesign, created by brand agency BrandOpus, has reduced packaging across the portfolio by 10% and aims to make it more open. The products are now on clear trays so consumers can see them before purchase.

The packaging shows a plant, featuring the product’s key ingredients, growing out of the Cauldron logo. The nutrition labelling has also been moved to the front of the pack. The range will be rolled out across stores from May 20.

Paul Taylor, creative partner at BrandOpus says “we wanted to reflect Cauldron’s personality and give it a more distinctive presence on shelf.”

Pam Pines, marketing controller at Cauldron, says the redesign is to “help us establish the brand and contribute to new product development.”

Cauldron Foods makes a range of chilled and frozen meat-free products such as burgers, sausages, vegetable pâtés and roasts, snacks, and several flavoured varieties of tofu. Its products include spinach & ricotta falafel bites, organic marinated tofu pieces and feta and roasted vegetable pâté.

Cauldron was founded in 1981 and was originally stocked in small health-food shops. Today, the company supplies major supermarket chains throughout the UK with vegetarian food products. Premier Foods acquired Cauldron in 2005 for £24.2m.

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