Heritage matches brand, Bryant & May, has unveiled a new look across its full range in a move set to light up sales in the category.
Rolling out on packs from September, the household brand will see a refresh on both its logo and pack design, focusing on clearer, more contemporary colours and messaging, with unmissable on shelf appeal.
To coincide with the redesign, the brand has also announced a new on pack brand ambassador, chef Chris Mackett (above), the former development chef to Tom Kerridge.
The partnership, which consists of 12 exclusive on pack recipes alongside social and media activations, will highlight seasonal usage occasions and allow retailers to tap into extra category growth with eye-catching packs and delicious, easy to follow recipes.
Gavin Anderson, sales and marketing director at supplier Republic Technologies UK, said: “We’re excited to relaunch Bryant & May with a stronger and bolder look, aligned with the product and its brand purpose.
“Chris is the perfect ‘match’ for this partnership, as his style represents everything Bryant & May is. With years of experience in the kitchen, his expertise and flair for barbecue food and open-flame cooking aligns to our brand that’s built on fire, flavour and a love of the outdoors.
“We’re seeing many more shoppers getting enthusiastic about outdoor cooking, especially in the summer months, and Bryant & May Matches are the ideal companion.
Mackett added: “Memories of camping growing up and eating meals cooked on the open fire are the biggest inspiration for me in the kitchen. Partnering with Bryant & May was a no brainer for me. It’s a natural and authentic fit for someone who lives and breathes open flame cooking and is already going through a very steady supply of safety matches!”
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