UK meat-free brand Cauldron Foods (not to be confused with Australian fermentation company Cauldron) has announced a full rebrand with updated packaging, as well as a selection of new plant-based products.
This includes two new vegetable-based centre-plate options — Spinach & Carrot Veggie Bakes and Pumpkin & Caramelised Onion Veggie Bakes — which will debut at Asda from April 4, followed by Tesco and Waitrose. Additionally, Cauldon is introducing a new Extra Firm Tofu block, launching at Asda from April 8 and then at Sainsbury’s.
Updated packaging
The colourful new packaging will roll out from March 25, including for classic Cauldron products such as the brand’s authentic tofu and falafel. (According to Cauldron, Circana data indicates that the falafel is the UK’s No. 1 plant-based snack, worth over £7.8 million RSV.)
The rebrand aims to emphasise that Cauldron products are “full of vibrant and nutritious plant-based ingredients”. 90% of consumers surveyed agreed that the packaging was positively different from other chilled products, with a higher percentage saying they would purchase the brand compared to the previous packaging design. The rebrand will be supported with a PR, social, and influencer campaign.
“The best plant possibilities”
Cauldron has been producing meat-free products for over four decades, making it one of the most established brands in the sector. In 2022, the company announced that its entire product range had achieved carbon-neutral certification, becoming the first UK meat-free brand to do so.
“Our goal is simple. We’re here to reignite the brand and capture the imagination of our nation’s plant believers and plant curious,” said Gill Riley, Consumer Director at Cauldron Foods. “There is a huge opportunity for growth in this channel, with consumers looking to get more veggies into their diets. Cauldron is a trusted brand in the category, and we’re on a mission to rewrite the rulebook, seeing the category through fresh eyes, working with consumers to deliver the best plant possibilities. We’re making a significant brand investment, to connect with our shoppers and showcase just how tasty Cauldron products really are.”
