Newmarket-based Powters Sausages targets nationwide growth with new brand identity

The new-look Powters Sausages range.

The new-look Powters Sausages range. - Credit: Archant

Family-run sausage manufacturer Powters has unveiled a new brand identity, alongside the addition of two new products to its award-winning range.

The latest additions to the Powters Sausages range, Chefs' Pig and Party Pig

The latest additions to the Powters Sausages range, Chefs' Pig and Party Pig - Credit: Archant

The new look is being launched initially on Tesco, Sainsbury’s, Waitrose and Co-op supermarket shelves in East Anglia but will be rolled out across the whole business, including its website and marketing activities.

It forms part of the Newmarket-based company’s ambition to grow sales nationwide and has been designed to communicate clearly the key qualities which differentiate the brand from competitors, including its traditional production methods.

Tristan Powter, marketing director, said: “Powters is all about family, food and farming. Above all we are extremely passionate about the quality of our food so communicating this via our packaging was central to the design brief. The whole team are really, really pleased with the final result.

“It’s been a growing desire to emphasise the unique, more traditional manner in which we produce our sausages so we made the decision to invest in the innovation and expansion of our product range.

“It was extremely important we reflected this with our refreshed identity so we can be easily recognisable on the shelves, light hearted in messaging and quirky with product descriptions without losing our family heritage we share with our loyal following.”

The two new additions to the Powters range are cocktail-sized “Party Pig” sausages, ideal for buffets, and “Chefs’ Pig”, the company’s award-winning Newmarket sausage meat in convenient shelf-ready packaging for consumers to experiment and make their own Powter inspired recipes.

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In addition, its low-fat Skinny Pig and premium Prize Pig sausages have now both been certified gluten free to meet the ever-growing demand for the ‘Free From’ market, which industry experts predict will grow by as much as 50% in the next few years.

Tristan Powter added: “Powters is a family-run business who has been involved in farming, sausage making and butchery for five generations since 1881, so we understand more than ever the importance of developing our product range to accommodate the growing demands of our customers.

“I really hope our customers will approve of the refreshed look and taste as much as we do.”