Med-deli brand unearthed gets brand refresh

Leading Mediterranean deli brand unearthed has launched its biggest brand refresh ever as it gears up for further growth after a year of record sales.

The brand refresh includes a packaging redesign and new strapline and will launch from this month across all of unearthed’s range, which includes antipasti and olives, continental meats, pastry and desserts that are all inspired by the taste of holidays abroad.

Part of The Compleat Food Group, unearthed has achieved rapid growth in recent years as it gained significant new listings and greater distribution across retailers. In the past 12 months it has grown 30 per cent to hit £40 million in sales as consumers increasingly seek out its range of tasty globally sourced products.

The brand is now focused on the next stage of its growth, as it seeks to establish itself as the leading brand in Mediterranean deli and continental meats.

The packaging design features the waves graphic, previously used only on olives, across the brand to improve shelf standout and make the brand more recognisable to consumers. It also includes new flavour prompts on pack to dial up unearthed’s taste credentials.

There is also a new brand tagline, ‘Bringing holidays home’, to give greater emphasis to unearthed’s ethos to bring the taste of holidays abroad into the homes of UK consumers.

Carrie Hollis-Patel, head of marketing, unearthed, said: “unearthed has had an incredible journey in recent years, growing from just three olive lines to a £40m brand with products across multiple categories. To mark this success, and build on it, it felt like the right time to refresh our visual identity to reflect our status as the leading brand in Med deli and continental meat.”

unearthed’s growth has been driven by its range of popular global products that UK consumers love, including its bestselling range of tortillas, which are worth £12.3m and growing ahead of the total market. Building on the success of this range, unearthed is introducing more formats, including a Large Spinach Tortilla (500g, £4.20) which will launch in Autumn.