North east butchery chain Dicksons Traditional Pork Butchers has undergone a multi-million pound re-brand across its 20 shops. The company will now simply trade under the shorter name ‘Dicksons’, which it claimed better represented its function as a retailer of a wide range of hot and cold foods. However, the company would continue to emphasise its traditional values with the use of a new logo incorporating the words ‘Since 1953’, promoting the company’s heritage.

“The new look brings our offer right up to date and gives our customers a wider choice,” said managing director Michael Dickson.

The first phase of the re-brand was recently completed with the £200,000 refurbishment of its store in Washington Galleries.

As well as selling directly to the public through its high street chain, Dicksons supplies schools, hospitals and selected Asda stores in the north east of England.