Petty, Wood has invested a six-figure sum revamping its Epicure brand for the first time in more than two decades.
The brand, synonymous with the independent trade, has new packaging to give greater
prominence to the Epicure name and will be rolled out over the next five months.
At its peak, Epicure was worth £13m but sales have fallen to £7m. However, John Weaver, commercial director at Petty, Wood, said he believed the relaunch would double Epicure sales in three to five years. “Epicure is an unused gem and we felt it deserved to be revitalised and brought into the 21st century to meet the growing need by retailers for speciality produce,” said Weaver.
The range, which had drifted to 450 lines, has been cut back to 200 skus and commodity products removed. But 22 new lines are planned, which should take the total to 250 in 18 months.