Mattessons has introduced a comprehensive brand overhaul aimed at enhancing its visibility on store shelves and reaffirming its position in the UK’s meat-snacking sector. According to its parent company, Pilgrim’s Europe, this initiative is crucial for driving growth and reconnecting with consumers.
Pilgrim’s Europe has been focusing on modernizing and elevating its portfolio of brands, with Mattessons—one of its most prominent consumer brands—being a top priority. The goals of this redesign are as follows:
- Enhance brand visibility: The new packaging features clearer color blocking, more impactful typography, and a streamlined structure to allow shoppers to easily spot Mattessons in the aisles.
- Reinforce category leadership: While the brand enjoys significant recognition, it required a revitalized and contemporary look to effectively compete in the saturated protein-snacking market.
- Facilitate innovation introduction: Pilgrim’s is preparing to unveil new products and format changes, and the refreshed brand image offers a cohesive foundation for these upcoming launches.
- Attract younger consumers: The updated design elements project a more dynamic and contemporary feel, resonating with current trends surrounding high-protein convenience snacks.
The updated look features a new visual identity that incorporates cleaner lines, stronger color contrasts, and a more assertive wordmark. Additionally, there is a simplified packaging hierarchy that makes it easier for customers to navigate flavors and formats, while the modernized brand messaging emphasizes protein, convenience, and snack occasions suitable for everyday consumption.
Pilgrim’s Europe is actively transforming its brand offerings, positioning Mattessons as a vital player in the chilled snacking category. This refresh is in response to broader industry trends, such as:
- Growing consumer interest in high-protein, ready-to-eat options
- Heightened competition from plant-based and functional snack alternatives
- Retail demands for clearer, more distinguishable packaging to minimize shopper confusion
Pilgrim’s intends for this redesign to “future-proof” Mattessons, ensuring the brand stays relevant amid evolving consumer preferences.