Dewhurst the Master Butcher which had more than 1,000 UK shops in its heyday was unlikely to reappear as a chain of stores, despite being recognised by more people than modern high street names such as Millie's Cookies [YouGov], admitted start-up business The Brand Cellar. "Trying to develop a chain of high street butchers would be very brave," said director Andrew Harrison.
However, the dominance of own-label products in the fresh meat category presented an obvious opportunity for Dewhurst-branded meat, he said, adding that it might also stretch to other uses such as branded deli counters. "We will be asking retailers and suppliers how we can work to recreate it," he said.
The Brand Cellar helmed by former Kwik Save chief executive David Birchall was set up in 2009 to acquire lost or under-performing brands and redevelop them with a licensee. Among those already taken on are four former First Quench Retailing drinks brands.
"Brands that used to be strong have something fad brands don't a place in the heart of consumers," said Don Williams, CEO of branding agency Pi Global.