As well as a brand new strapline: ‘our passion, your creation,’ the company plans to launch an updated design, website, and sales and marketing material.
While its chef-led philosophy and range of stocks will remain ‘core to the business,’ the changes will pay tribute to “the affiliation of the company and the industry it loves to serve, but also the passionate people and products that have defined the brand for the past 24 years.”
Managing director Adam Jones – who replaced founder Nigel Crane last year when Essential Cuisine was acquired by European producer, Solina – said: “Nigel built this company and its reputation from the floorboards up, creating many of the products (Essential Cuisine) still sells and recruiting a band of industry specialists along the way.
“These passionate people are already well-known to our customers but in evolving our brand language, we want to champion the depth of expertise we have and bring our chefs front and centre of the brand.
“We’re delighted with the brand refresh, which reflects our renewed outlook.
‘Our passion. Your creation’ perfectly sums up the dual focus of the company – the partnerships we forge with wholesalers, chefs, charities, associations and end users.
“If we’re successful, so are they; that interdependence is so important.
“It’s very much an evolution however, as almost all the elements that make and have made this company such a runaway success remain intact – the products, chef-led ethos, expertise and of course the industry that we love to serve.
“To Essential Cuisine all the ingredients matter.”