The Compleat Food Group launches new brand identity

At The Compleat Food Group, we’ve unveiled our biggest brand refresh since our launch in 2021.

The brand refresh was commissioned to unify our purpose – ‘Food to Feel Good’ – across all touchpoints, from internal culture to external communications. The aim of the brand refresh is to create a cohesive visual and verbal identity that clearly articulates the group’s values, inspires employees, and reflects our momentum in an engaging, consistent way.

Visual changes include a redesigned logo, new colour palette and refreshed imagery. We have also launched a new set of guiding principles for ‘Food to Feel Good’ which sets out our mission to shape the future of food for the better.

It marks the biggest change to our brand identity since we formed in October 2021. Since then, we have grown to become a £1.3bn turnover food group, and are home to leading brands including Wall’s Pastry, Pork Farms, Wrights, unearthed, Vadasz, Squeaky Bean and Palace Culture.

To further expand our category-leading capabilities across brand, retailer brand, and foodservice, we have acquired several other leading food manufacturers. These include SK Foods and Zorba Foods, the category leaders in private label chilled party foods and dips and deli fillings, and the speciality food producer and distributer Harvey and Brockless.

Earlier this year, we added the Real Yorkshire Pudding Co. to our portfolio of brands, followed most recently by Freshpak, the UK’s number one supplier of private label chilled food-to-go snacks, deli fillers, and poached eggs, and a leading egg processor.

The refreshed brand identity now marks a new chapter for The Compleat Food Group, as we continue on our journey to deliver purposeful, sustained growth through category leadership and innovation.

We are shaping the future of the UK’s food landscape across two distinct areas. In the evolution of the Mediterranean Deli category, we are playing a leading role by combining category leadership and insight, with expertise in continental sourcing. We lead the market in olives and antipasti and continental meats, while driving innovation in dips and houmous.

Meanwhile, in Traditional and Modern British Classics, we are the category leader in chilled savoury pastry and chilled Yorkshire puddings, and are expanding our footprint in Asian and oriental snacking, as well as being home to the UK’s fastest-growing chilled plant-based brand.

Nick Field, Chief Executive Officer at The Compleat Food Group, said: “Since our launch in 2021, our ambition has been to make food that puts smiles on people’s faces – we call it Food to Feel Good. This commitment has led to strong growth and we’re not stopping there.

“Our refreshed brand identity symbolises this ambition. It represents our continued momentum and reflects our commitment to driving growth with our customers and delivering lasting impact across the food industry.”