Brand refresh at unearthed to drive further growth

Mediterranean deli brand unearthed has launched its biggest brand refresh ever as it gears up for further growth after a year of record sales.

The brand refresh includes a packaging redesign and new strapline and will launch from this month across all of unearthed’s range, which includes antipasti and olives, continental meats, pastry and desserts that are all inspired by the taste of holidays abroad.

unearthed, which is part of The Compleat Food Group, has achieved rapid growth in recent years as it gained significant new listings and greater distribution across retailers.

In the past 12 months it has grown +30% to hit £40 million in sales (source: Circana data + Ocado, 52 w/e 14th April 24) as consumers increasingly seek out its range of tasty globally sourced products.

The brand is now focused on the next stage of its growth, as it seeks to establish itself as the leading brand in Mediterranean deli and continental meats.

The packaging design features the waves graphic, previously used only on olives, across the brand to improve shelf standout and make the brand more recognisable to consumers. It also includes new flavour prompts on pack to dial up unearthed®’s taste
credentials.

There is also a new brand tagline, ‘Bringing holidays home’, to give greater emphasis to unearthed’s ethos to bring the taste of holidays abroad into the homes of UK consumers.

Carrie Hollis-Patel, head of unearthed marketing, noted unearthed’s “incredible journey” in recent years, growing from just three olive lines to a £40m brand with products across multiple categories.

“To mark this success, and build on it, it felt like the right time to refresh our visual identity to reflect our status as the leading brand in Med deli and continental meat,” Hollis-Patel said.

unearthed’s growth has been driven by its range of popular global products that UK consumers love, including its bestselling range of tortillas, which are worth £12.3m and growing ahead of the total market by +41.1% (source: Circana + M&S/Ocado 52 w/e 12th May 24). Building on the success of this range, unearthed is introducing more formats, including a Large Spinach Tortilla (500g, £4.20) which will launch in Autumn.

Continuing to expand its portfolio, unearthed has also launched a collection of new products which roll out in store this month.
Its Nduja Arancini builds on unearthed’s already successful range of arancini and croquettas to bring the spicy, sweetness of nduja to this popular format. The Nduja Arancini (220g, £4.25) are available now in Waitrose.

Alongside the Arancini, unearthed has launched a Torchon Ham with Herbes de Provence (100g, £4.20) and two new anchovy recipes. The anchovy range, which includes Chilli Anchovies (100g, £3.00) and Anchovies Provencal (£3.50, 100g) with peppers, onions and olives, have been designed to meet a gap in the market for authentic seafood tapas.

Hollis-Patel added: “unearthed was born from a desire to bring the flavours and dishes we enjoyed on holiday back home to the UK and that continues to this day. These new products are just the latest example of how we are bringing new and exciting flavours and
formats to the med deli fixture and helping to drive wider category growth. Consumers love what unearthed has to offer, and we’re excited to see where our journey takes us next.”

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