Joy of Real Food focuses on a refreshed brand identity and product additions

This September sees a seismic brand refresh for RealFoods, who are championing a deliciously fresh, informal yet stylish packaging reboot, which cuts through much of the debilitating fog that has historically stifled organic appreciation in this country by simply reaffirming the business’s unwavering commitment to the Joy of Real Food.

RealFoods takes immense pride in its unrivalled capacity to source inspiring foods from meticulous artisanal suppliers and with the new messaging going down a treat, this September provides the perfect window to unveil an array of enticing additions: moreish giant crackers, a sublime balsamic glaze, an anchovy-free puttanesca sauce, a vegan Bolognese sauce, a cherry red and a yellow passata and a far-reaching eight-strong portfolio of pasta encompassing every imaginable variety of pasta, from riccioli, girelle and conchiglie through to penne, strozzapreti and orecchiette.

September is a pivotal month within the fine foods calendar, when a procession of influential foodie events take place to coincide with buyers meticulously reviewing and refreshing their cluttered category fixtures and food aisles in a bid to advance their unique retail stories that further differentiate themselves from their peers.

At the same time, thoughtful brand owners use this time to showcase incredible bodies work that enhance their offer, from thoughtful range extensions and eagerly anticipated product additions to more deep-rooted brand reboots.

According to RealFoods founder, Charles Redfern at the very heart of the business’s story is a steely resolve to curate amazing yet convenient products that are also good to the planet.

“Unfortunately, whilst large swathes of the world are enjoying record organic sales, here in the UK the organic debate has stalled, allowing ‘halfway house’ movements like regenerative farming to find their voice,” Redfern said. “By simplifying our ‘great food appreciation’ messaging whilst reaffirming our sustainable pledges, we seek to re-legitimise the potential for a pro-active UK organic food movement. At the same time, we recognise that in the kitchen and at the dining room table, many consumers don’t want to be bludgeoned by ethical concerns; they simply want to appreciate the joy of real foods.’

Today with 57% of all calories consumed coming from ultra-processed foods, there’s a growing appreciation that junk food consumption needs to be reversed.

One positive ray of encouragement from the latest batch of organic data highlights an impressive growth in organic kitchen cupboard essentials (pasta sauces, beans, pulses, olives, sun-dried tomatoes, dry pastas…) among younger demographics, who having faced the uncertainties of Covid are now fully committed to healthier living regimes that don’t short-change their taste buds.

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