Re­launch of iconic food giants

The Peterborough Evening Telegraph - - Business -

Food and drink group Princes has launched a £ 4mil­lion cam­paign to pro­mote the her­itage of its iconic Crosse & Black­well brands.

The­brand­shave­been­made in­Lin­colnshire­andCam­bridgeshire for more than 190 years.

Princes bought the brand and fac­to­ries from Pre­mier Foods last year and is now in- vest­ing £ 4m in a re­launch, which­cen­tres aroundCrosse& Black­well’s home grown good­ness.

Chris Wright, mar­ket­ing di­rec­tor for Crosse & Black­well, said: “This good­ness is its Bri­tish roots andthe­fact that many in­gre­di­ents are sourced from lo­cal grow­ers and pro­duc­ers in Lin­colnshire and Cam­bridge- shire. We’re back­ing Crosse & Black­well to be­come a ma­jor gro­cery brand over the next five years.

“Our new veg­etable and souprange­sarethe­first­waveof new prod­uct devel­op­ment and will be fol­lowed by in­no­va­tions and brand ex­ten­sions.

“Our re­search has shown that cus­tomers have a strong loy­alty to Crosse & Black­well and it is a much- loved Bri­tish brand.

“As one of the big­gest food man­u­fac­tur­ers in the UK, the re- launch of Crosse & Black­well demon­strates Princes’ to­tal com­mit­ment to in­vest­ing in the devel­op­ment of new prod­ucts at our­fac­to­ries in Wis­bech and Long Sut­ton.”

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