Pilgrim’s Europe has launched a rebrand of its processed meat subsidiary, Mattessons, as part of a new wave of investment in the brand.
Mattessons’ smoked pork sausages and hot dogs will be the first to feature the new design, which includes a more prominent brand logo, bolder colours, and improved photography.
Pilgrim’s said the refreshed identity would deliver “stronger standout” among cooked meats, bring greater consistency across the range, and inspire shoppers to use Mattessons’ products across a wider variety of meals.
The packaging overhaul forms part of a broader plan for the brand, with further investment planned for product innovation, marketing, and shopper engagement.
The idea is to reposition Mattessons for younger consumers who are increasingly seeking convenient, versatile and protein-rich meals.
The brand is currently worth around £32m, fuelled by foods like turkey rashers and smoked sausages.
“Mattessons is a hidden gem within our portfolio, with a rich heritage, high awareness and exceptional consumer loyalty,” said Chris Doe, UK&I marketing & innovation director at Pilgrim’s Europe.
“This packaging redesign is the first step in reimagining what Mattessons can become by strengthening its standout at fixture, harmonising the range and inspiring new consumption occasions.
“As part of our broader ambition to accelerate growth across the Pilgrim’s Europe branded portfolio, we’ve now laid the foundations for Mattessons to serve as a platform for future innovation, investment and brand growth, enabling us to build on the momentum we have created and unlock further value for consumers and retailers.”
No comments yet