Lupa Foods launches new website and brand identity in celebration of the Queen’s platinum jubilee

Lupa Foods has launched an exciting new website and rebranded identity to mark Her Majesty The Queen’s Platinum Jubilee and celebrate the company’s own 120th anniversary.

Established in 1902 and granted a Royal Warrant by The Queen in 2001, what started as a delicatessen shop in Clerkenwell, then known as Donatantonio, has grown to a trusted partner in the food industry. As one of the first Italian food importers in the United Kingdom the name is well-known, supplying some of the largest players with pasta, tomatoes, pulses, dairy and more.

Originally inspired by a Roman legend, today the name and new logo represents its heritage and business philosophy of sustainability, inclusion, and the idea that it is always in the loop when it comes to everything food. The redesigned logo incorporates an infinity symbol made from pasta, highlighting the business’ commitment towards a sustainable future, its Italian heritage and a word play on Lupa.

Manish Mandavia, Lupa Foods’ COO, had this to say about the special occasion: “As a Royal Warrant holder appointed by Her Majesty the Queen, we would like to add our gratitude and best wishes for this landmark celebration. The Royal Family is well-known for their advocacy of sustainable practises and love for animals. To celebrate the Platinum Jubilee, our own 120-year anniversary and being a Royal Warrant holder for 21 years we are launching the new brand identity aligned with our vision for a sustainable future. We are excited to celebrate this momentous occasion!”

Julian Key, commercial director added: “Our aim is to be a trusted partner in the food industry, part of building that trust is being a good corporate citizen. We are not just about competitive prices and excellent customer service; our aim is to be involved for the long-haul and a big part of that is sustainability.”

As part of their goal to become more sustainable and remove food waste from the supply chain they have partnered with Fareshare. To date, donating more than 34.3 ton of product, supplying more than 81,668 meals toward those struggling in the current economic climate.

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