Pork Farms in £1m product range relaunch

Pork Farms, one of the UK’s leading pork pie manufacturers, has announced a £1m relaunch of its entire product range to mark its 80th anniversary.

The relaunch follows an extensive market research campaign throughout 2010 and comes off the back of a 6% growth in its own branded sales for the year to to 23 January 2011.

It has launched a range of  new slices to compliment its product portfolio, which includes sausage rolls and scotch eggs.

New packaging will build on the heritage of the company - and carry a new strapline ‘Making & Baking since 1931’.  In addition to its current product range, the first of a raft of new products to carry the new branding has also been launched – filled pastry slices in four flavours: chicken & mushroom, chicken & bacon, peppered steak and cheese & onion.

Andy Napthine, Head of Marketing at Pork Farms, said: “We are delighted to unveil our rebrand today, which represents the most significant and comprehensive overhaul of the brand since it was founded in 1931.

“Pork Farms has an unparalleled heritage and a market-leading product range and we wanted this to be reflected in our rebrand. The new packaging underlines these key messages and enables us to present the brand consistently at point of sale across our entire product range.

“Building on a successful year of market growth, we believe the rebrand will generate increased sales, as potential consumers reappraise the chilled pastry category in light of new snacking options. We look forward to seeing the resultant positive impact on sales during the year.”

Napthine  also confirmed that Pork Farms was in talks with several leading UK brands with a view to expanding its range of co-branded products, building on the success of its existing partnerships with Peperami and Branston Pickle.

>> Job cuts at Pork Farms