Honest Crust: Where eating good is doing good

Samworth Brothers, a food manufacturing company, rebranded its Deli Bites brand to Honest Crust to reach increasingly health-conscious and environmentalist consumers in the UK.

Executive Summary

Samworth Brothers is one of the UK's largest own label food to go (FTG) producers to UK supermarkets. However, its branded food-to-go business was facing some big challenges. Its 'Deli Bite' range of sandwiches and wraps had failed to build momentum following its launch in 2016 and was now unable to offer its retail buyers the same breadth of range, or margins, as its key competitors.

At the same time, the distribution of Samworth Brothers' other FTG brand, Ginsters, was under threat through new calorie requirements in Royal Voluntary Service (RVS) managed outlets.

Samworth Brothers approached us to...

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