Organico Realfoods has rebranded its entire range as it looks to capture more of the speciality and fine food market, targeting consumers seeking quality and flavour on the same footing as credentials.
The ambient specialist has given the brand a youthful, bright new look, and has also made some recipe changes.
Its pasta portfolio, which includes Tagliatelle, Riccioli, Strozzapeti, Conchiglie, Girelle, Spaghetti and Penne (RRP £3.45), is still slow-dried in Puglia, but made to a new recipe. The vinegars are in new bottles; the crackers have been renamed Organic Rosemary Giant Crackers (RRP £3.25) while new additions include a Yellow Tomato and a Cherry Tomato Passata (RRP £3.95), a Balsamic Glaze (RRP £6.95), vegan Puttanesca and Bolognese sauces (RRP £3.50).
Organico, also behind the Fish4Ever brand, has always sought to navigate the certifications landscape to attest to its minimal impact on the environment; to its efforts to look after farmers and workers, and guaranteeing that its products are whole, nutritious and healthy. To this end, it ensures that all of its products are labelled with three certifications: Organic; triple A Planet-score ratings; and B Corp. These are increasingly aligned with consumers attracted to the speciality and fine food sector, founder Charles Redfern told FFD.
“In the last 10, 15 years, we’ve seen a real burgeoning of really good brands with really good stories, origins, and really good quality raw materials,” he said. “And that’s what we’ve always been about.”
However the rebrand is focused on the more classic target audience, motivated by quality, flavour, and a premium offering. “We’re leading with a consumer argument”, Redfern added, “because the conversation about certifications isn’t what you’re having when you’re buying food, necessarily.”
The redesign, which he described as “sophisticated and designer-led”, places it firmly in the fine food retail space. “We think the new design stands out, it’s evocative, it makes the brand feel younger.”
Customers can delve into the credentials as they desire, as Organico Realfoods is also using GS1 UK’s QR code labelling system, which will eventually replace linear barcodes on all food & drink sold in the UK. This allows access to information about the products’ credentials, from traceability and nutrition to recycling.
Organico Realfoods products are available via Cotswold Fayre, Hunt’s Food Group, CLF, with some items listed by Suma.
This article first appeared in the October-November edition of Fine Food Digest
