British crisp company Corkers has announced a rebrand across its portfolio of potato and vegetable crisps alongside two new variants.
The new-look packaging has a bold colour palette, pack design and logo to give the brand stronger stand-out, with iconic British imagery to celebrate British quirks and traditions.
It will be rolled out from January 18, supported by an initial marketing investment of £100,000. The company will also introduce two new variants after the successful launch of its first vegetable crisps in 2015.
The new additions, bringing its portfolio to 10 flavours, will be Parsnip Honey & Black Pepper and Sweet Potato & Chilli, join the existing vegetable line, Mixed Vegetable with a sprinkle of sea salt. They will be available in 40g and 125g packs.
As with its potato crisps, the new additions feature produce grown in rich, peaty Fenland soils, plus sweet potatoes from America. They are all hand-cooked and packed on the family farm.
Since the brand was launched five years ago by best friends Ross Taylor and Rod Garnham, it has celebrated its British roots and its unique Naturalo potato which, grown in the rich Fenland soils of the family farm in Cambridgeshire, gives the crisps extra crunch.
The new strapline “British Good Taste” has been designed to put the spotlight on the home-grown nature of the brand plus its artisan and premium positioning.
David Glennan, who was appointed managing director of the business in December, said: “These are exciting times for the Corkers brand, which is already growing at pace, with sales up 40% year on year.
“The new look and feel brings to life the fun and quirky nature of the brand along with our focus on quality and hand-grown British produce, setting us apart from the competition. I look forward to working with Ross and Rod to further grow the business during the year ahead.”