Supplier Pilgrim’s Europe is about to enter what it calls a “new phase of investment” in its Mattessons brand, designed to build on its nearly 80-year heritage, attract more consumers and unlock its potential.
The first step is a refreshed look and feel across the Mattessons portfolio, with new packaging rolling out already. Its Smoked Pork Sausages and Hot Dogs will be the first products to feature the new design, with a more prominent Mattessons logo, bold and vibrant colourways and appetising dish photography.
The refreshed identity has been created to “deliver stronger standout in the cooked meats fixture, bring greater consistency across the range and inspire shoppers to use Mattessons products across a wider variety of meal occasions.”
The move forms part of a broader plan for the brand, with further investment due across product innovation, communications and shopper engagement as Pilgrim’s Europe looks to introduce Mattessons to more consumers and establish it as a key growth driver alongside its Richmond and Fridge Raiders.
Chris Doe, UK&I marketing and innovation director at Pilgrim’s Europe, said: “Mattessons is a hidden gem within our portfolio, with a rich heritage, high awareness and exceptional consumer loyalty.
“We recognised an opportunity to unlock the brand’s potential and to drive category growth by repositioning Mattessons for younger consumers who are increasingly seeking convenient, versatile and protein-rich meal solutions.
“This packaging redesign is the first step in reimagining what Mattessons can become by strengthening its stand-out at fixture, harmonising the range and inspiring new consumption occasions.”
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