Pizza Express rebrands FMCG range

Pizza Express is rolling out its revamped brand identity across its range of FMCG products available in supermarkets.


Its salad dressings, pasta sauces and fresh pizzas will now carry the same black and white striped branding that was introduced to its 400 restaurants in September last year.

The new look replaced the blue branding that the restaurant chain had carried since launching in 1965 in what Pizza Express said was its biggest brand refresh in its 50 year history. Branding work was carried out by BrandOpus.

It also included restaurant redesigns, new staff uniforms and more emphasis on “pizza theatre”.

The branded FMCG range launched in 1998.

Karen Wilson, retail marketing and innovation manager at All About Food, which creates the Pizza Express branded products under license, says: “With the new look currently being rolled out across the restaurants and research showing that 57% of restaurant customers buy in retail, we hope that the distinctive new look and feel will help to further emphasise the quality of the products, showing consumers they can create fantastic restaurant quality food at home.”

Pizza Express is nominated for this year’s Marketing Week Engage Award Brand Innovator award, in association with Reckitt Benckiser.

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