Condiments and sauce manufacturer English Provender Company is to rebrand all its products under the Very Lazy name, which is already used on its paste variants.
The company is investing £1.5m in promoting the new brand positioning, which it says aims to “meet demand from the revival in home cooking”.
From 1 January all products will be sold under the Very Lazy name. The packaging will also give greater prominence to the word English on the label in order to highlight the brand’s heritage.
A marketing campaign, created by The Brand Nursery, will accompany the rebranding and include TV and cinema ads, plus online marketing.
The campaigns will initially focus on the Very Lazy range of chopped and paste ingredients and see the introduction of a character called Lazlo Vaslavsky, “the world’s fastest human chopper”.
Further campaigns extending across the Very Lazy range will be launched from early next year.
Mark Bosworth, marketing controller for English Provender, says: “With our largest ever campaign, we are putting our money where our mouth is to demonstrate that we are a serious player in our categories.”
English Provender says it opted to change its name to Very Lazy after TNS found that consumers are eating 238 million more in-home meals than a year ago.