Booths has unveiled a major brand refresh as it targets growth into new markets.
The “evolution” includes the adoption of a richer shade of Booths’ traditional blue, which will feature across its stores, website, packaging and vehicle livery.
Booths has also adopted a new company identity line: ‘The Family Grocers’. It replaces the previous strapline ‘The Good Grocers’, which will still feature across its charity work.
The Yorkshire supermarket – which was founded in 1847 by Edwin Henry Booth and is still owned by the Booth family – is exploring opportunities to grow the distribution of its own-label products with new supply partnerships.
Booths aimed to introduce a “more contemporary and confident identity”, which would make its brand more visible beyond its store estate, but still stayed close to its heritage and “northern roots”.
The supermarket also wants to remind shoppers and potential new supply partners of its heritage as a manufacturer as well as its commitment to local suppliers. Branding will now reflect this sharpened ambition to be recognised as “the irresistible food and drink specialist”.
“We see a significant opportunity to take what makes Booths special and share it with more customers beyond our store estate,” said chief brand officer Emma Booth, who became the sixth generation of the Booths family to join the business when she was appointed in 2025.
“This evolution gives us a clearer and more confident platform to grow the brand into new channels and markets, particularly through our Booths brand ranges, while staying true to the quality and provenance that have defined Booths since 1847,” Booth said.
She added: “Booths has always been about more than just food and drink — it’s about people, producers and the communities we’re part of. This evolution is about expressing more clearly the warmth, care and character that have always sat at the heart of Booths, while finding new ways to share that feeling with more people.”
Booths already has a major grocery tie-up with Amazon, and has supplied own-label ranges to Amazon.com since 2018. It began contract manufacturing Amazon’s ByAmazon own-label products last year, following the closure of Amazon Fresh stores. It also supplies products to a number of smaller independent retailers and leisure companies alongside manufacturing contracts with catering firms.
Ready meals, butchery, tea, coffee, wine and craft beers are among the products it’s looking to increase distribution of as part of its growth strategy.
Earlier this year Booths restructured its executive team to lead it into its “next chapter”. It saw Booth promoted to chief brand officer, reporting in to Nigel Murray, who is now CEO having previously been managing director.
The supermarket has 25 stores across Lancashire, Cumbria and Greater Manchester.
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