Oven Pride looks to broaden remit with brand refresh and new lines

Oven Pride has unveiled a refreshed brand identity and NPD designed to broaden the brand’s reach across homecare.

The relaunch sees the brand’s bestselling Deep Cleaner sport a more modern look that still nods to its heritage through use of the brand’s familiar orange colouring.

It is joined on shelf by three new trigger spray products: Kitchen Pride Multi-Purpose, Fridge Pride and Hob Pride (rsp: £2/750ml) – all lemon scented. 

The overhaul broadened “Oven Pride’s relevance with shoppers, positioning it as a more complete kitchen cleaning solution rather than a single-use, occasional product”, the brand said. It formed part of owner McBride’s “broader transformation strategy”. The supplier was “significantly increasing investment into its brand portfolio, with a renewed emphasis on driving growth through innovation, stronger brand positioning and expanded consumer reach”.

The new packaging and expanded range will begin rolling out across retailers in coming months, with further announcements on innovation expected later this year.

To support Oven Pride’s upgrade, the brand will be backed by a campaign that will include its first TV advertising campaign in more than 10 years – to air later this year.

“Oven Pride has built strong recognition as a trusted solution for tackling tough oven cleaning jobs, but we see a clear opportunity to take that credibility further across the kitchen and outdoor cooking category,” said Pavan Chandra, McBride head of brands.

This relaunch was about modernising Oven Pride “while staying true to what consumers already love: its effectiveness and recognisability”, he added. “At the same time, the introduction of new formats allows us to expand usage occasions and drive incremental growth for both the brand and the category.”