G White & Co has launched the first major rebrand of its Porky Whites range of sausages and meatballs since the brand made its debut in the mults 14 years ago.
The brand has updated packaging on both its Porky Whites and lower-fat Porky Lights ranges in a bid to align the ranges more closely.
Its new packaging has dispensed with the family photo that had adorned the range in its previous incarnation, in favour of cleaner colour block backgrounds.
The sleeves also feature gold lettering in an art deco-style font and gold foil blocking to give the range some commonality with G White’s most recent chicken sub-range, Chickolatas.
G White is also set to ditch difficult-to-recycle black trays for almost universally recycled transparent trays when the new-look packs roll into Morrisons this week. Other stockists are set to begin stocking the revamped range from early October.
“Porky Whites is well established and we’re hoping the modernised colour palette with softer tones will bring the range to a younger audience,” said MD Chris Price.
“We’ve also moved our packs from sitting landscape to portrait, which will maximise our shelf space.”
The move follows the extension of G White’s Chickolatas chicken range last week, which saw the sub-range diversify into burgers with its second and third skus.
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