An established, family run sausage manufacturer based in Newmarket, Suffolk has revealed a refreshed brand identity across its entire collection alongside launching two new products to its award-winning range.
Powters Sausages revealed the new brand identity on leading supermarket shelves in Tesco, Waitrose, Sainsbury’s and Co-Op across East Anglia on Wednesday 19th July. The refreshed look is implemented across the whole business including website, which is soon to go live, packaging, email marketing and social media and is part of the organisation’s ambition to grow the business sales nationwide. It has also been designed to communicate clearly the key qualities to the consumers which differentiates the brand from many industry competitors and supermarket own label sausages.
Tristan Powter, Marketing Director for Powters Sausages, comments:
“Powters is all about family, food and farming. Above all we are extremely passionate about the quality of our food so communicating this via our packaging was central to the design brief. The whole team are really, really pleased with the final result.”
“It’s been a growing desire to emphasise the unique, more traditional manner in which we produce our sausages so we made the decision to invest in the innovation and expansion of our product range. It was extremely important we reflected this with our refreshed identity so we can be easily recognisable on the shelves, light hearted in messaging and quirky with product descriptions without losing our family heritage we share with our loyal following.”
Alongside the refreshed brand identity Powters has added two more products to its current range of seven as well as adapted a couple of their recipes to reflect the growing demand for specific dietary requirements.
The two new additions are ‘Party Pig’ and ‘Chef’s pig’. The Party Pig is a cocktail sized sausage perfect for buffet-style banquets and based on the business’s most popular Newmarket recipe using hand trimmed and butchered British pork and hand mixed spices – to largely the same way since 1881.
The Chef’s Pig is the award-winning Newmarket Sausage meat packed into convenient shelf ready packaging for consumers to experiment and make their own Powter inspired recipes.
Furthermore, the Skinny Pig and Prize Pig sausages have both been certified gluten free to meet the ever-growing demand for the ‘Free From’ market, which industry experts predict will grow by as much as 50% in the next few years. The Skinny Pig range is a low fat, low calorie sausage aimed at the most health conscious consumer which has been develop to maintain the same Powters quality and taste with less than 3% fat content.
The Prize Pig is a truly premium; gluten free pork sausage with a meat content of 97% hand trimmed shoulder pork and will now use the spice mix from the award-winning Newmarket Sausage.
“Powters is a family run business who has been involved in farming, sausage making and butchery for five generations since 1881, so we understand more than ever the importance of developing our product range to accommodate the growing demands of our customers. I really hope our customers will approve of the refreshed look and taste as much as we do.”