The entrepreneurs who have taken on the Dewhurst butcher brand are in final talks with suppliers about launching a Dewhurst-branded meat range.

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.