Compleat Food Group has undertaken a significant rebrand to “unify” its mission of ‘Food to Feel Good’ across all platforms, impacting everything from internal culture to external communications.
The organization aims to establish a more cohesive visual and verbal identity that “articulates its values, inspires employees, and reflects the brand’s momentum.” This initiative aligns with current trends in the food and beverage industry by integrating innovation and sustainability.
Key visual updates include a redesigned logo, a new color palette, and refreshed imagery. Additionally, Compleat Food Group has introduced a new set of guiding principles, accessible on the updated company website, which emphasizes food processing technology and packaging advancements.
This rebranding marks the most substantial transformation in the group’s brand identity since its formation in October 2021, resulting from the merger of Addo Food Group and Winterbotham Darby.
Compleat Food Group now boasts a £1.3 billion turnover, complemented by a diverse portfolio that includes brands such as Wall’s Pastry, Pork Farms, Wrights, unearthed, Vadasz, Squeaky Bean, and Palace Culture. This emphasizes the company’s response to food distribution trends.
Backed by the private equity firm PAI Partners, the group employs over 6,000 employees distributed across 17 sites.
Nick Field, CEO of Compleat Food Group, stated: “Since our launch in 2021, our ambition has been to make food that puts smiles on people’s faces – we call it Food to Feel Good. This commitment has led to strong growth and we’re not stopping there.”
“Our refreshed brand identity symbolizes this ambition. It represents our continued momentum and reflects our commitment to driving growth with our customers and delivering lasting impact across the food industry.”
Over the past two years, the firm has expanded significantly through acquisitions, including SK Foods, Zorba Foods, Harvey and Brockless, and the Real Yorkshire Pudding Co, with the recent addition of Freshpak.
Freshpak operates as a private label manufacturer offering added-value egg products, chilled food-to-go snacks, and deli fillers from a 40,000 square meter site in Yorkshire. With around 500 employees, it reported revenues of £93 million in 2024, illustrating ongoing innovations in the food and drink industry.
