Packaging promotion from Peter

Peter's Food Service has unveiled a new look for its product range to herald the start of a major investment drive in its marketing and sales activity.

The South Wales based company - which has depots across the UK - hired in the newly crowned Miss Wales to show off the new packaging.

Twenty-three year old, Kelly Pesticcio, a medical student from Cardiff won the title last weekend and was whisked off to Peter's head quarters in Bedwas for her first modelling job.

David Jackson, technical director at Peter's Food Services, explains: "Our business has been in the private ownership of the Griffiths family for 10 years and we have always been fairly low key in terms of our marketing activity.

"We have a newly appointed board which is taking a fresh approach to the business. We are upping our momentum and our new packaging is just the beginning. It's thicker, glossier and has a more modern feel. We believe it will add value to the desirability of our products on the shelves."

The new packaging for Peter's Food Services is the culmination of a six-month project, which has cost in the region of £50,000. The company has also invested in a new livery for its 130 vans and a fresh look for all its point-of-sale material.

David added: "The new packaging promotes our traditional values of being a quality product from a family run firm while becoming less industrial and more consumer friendly."

Kelly was dressed in yards of the new packaging by an award-winning Welsh fashion designer. Kelly is also being given a supply of pies and pasties by the company to see her through her reign.