Nisa unveiled its revamped own-label range Heritage this week as it set out its stall to turn it into a £500m brand.
The 1,300-product range, which is currently worth £200m at retail, has been given a major overhaul with new names for its good and best tiers, and reformulated products.
Its basics range Heritage Value has been renamed Heritage Pantry. The new packaging for the tier, which includes products such as cereals, rice, soup, canned veg and tea, features a stencilled black letter and colour image of the product against a white background. Nisa said the aim was to “bring the trust and enjoyment back to your essential grocery range.”
Its mid-tier offer remains Heritage, but the packaging is now brighter with full colour pictures of the product.
Premium tier Heritage Select, meanwhile, has been rebadged Heritage Gourmet. Its packaging features full-colour images on a black background. Nisa said the tier would incorporate “enhanced recipes and authentic tastes”. Products include Boozy Woozy Steak & ale Pie and Slow Cooked beef Bourguignon.
Nisa marketing director Ian Bishop said the symbol group had been working on the relaunch since October last year. The first products would hit shelves in June, starting with pies and pastries. Chilled products would be rolled out first, with the rest to follow on a category-by-category basis over the next 12 months.
Nisa head of brands and special projects Jenny Holmes said: “The new eye-catching packaging and irresistible recipes will enable us to further build on the already successful Heritage range to ensure we are providing consumers with a range that they love.”