Country Range adds new Signature collection to own-brand portfolio

Country Range Group has redesigned its own-brand portfolio and introduced a new premium tier of products under the Country Range Signature brand.

The refresh of the range includes a new logo and new packaging designs sporting ‘vivid colours, striking fonts and eye-catching photography’.

There is also a new strapline, ‘Created for the makers’, which reflects the reason why the brand exists – the Country Range brand was created to meet the needs of caterers who take pride in making food for people. The first 50 Country Range products were launched in 1985. Now, more than 35 years later, the Country Range portfolio is over 700-strong and has become a trusted choice for chefs and caterers across the hospitality and public catering sectors.

The new Signature selection is aimed at chefs cooking for special occasions or looking to add some fine-dining style to the menu, and features premium ingredients and products from across the globe. The packaging has a silver logo to differentiate the Signature lines from the rest of the own-brand range.

For all of the Country Range own-brand products, the brand’s team of buyers, quality managers and development chef work closely with manufacturers to ensure that the products reflect emerging food trends, are tested thoroughly and are BRC (British Retail Consortium) accredited.

The group is also committed to responsible sourcing, providing opportunities to smaller, innovative suppliers, and ensuring that the portfolio is unbeatable when it comes to quality, value and choice.

Head of marketing Emma Holden commented: “Since its launch in 1985, the Country Range brand has become synonymous with supreme quality and veritable value across the hospitality and public catering sectors.

“We’re delighted to unveil the vibrant refresh and Signature selection, which will ensure we can continue to set the standard from a taste, choice and sustainability perspective, while providing brand consistency across all key touchpoints.

“Our new strapline, ‘Created for the makers’, cements our core values, as the caterer is always at the heart of everything we do.”

Country Range Group has already made ‘huge strides’ in reducing excessive packaging and moving to more recyclable, biodegradable and environmentally-friendly solutions. In line with this approach, the brand refresh is being rolled out in phases to ensure that there is no wastage of the current packaging.

Meanwhile, the group has collaborated with ClimatePartner to help identify targets, initiatives and solutions to help the Group and its members operate in a more environmental and sustainable way.