An iconic food brand sourced by local ingredients and produced at a Long Sutton factory is to undergo a £4m relaunch.
Food and drink group Princes, which employs more than 1,000 people at factories in Long Sutton and Wisbech, has announced the campaign to promote the British heritage of its Crosse and Blackwell brand, which has been made in Lincolnshire and Cambridgeshire for the past 190 years.
Princes purchased the brand and factories from Premier Foods last year and is to spend the £4million on a relaunch which centres around the brand’s home-grown goodness.
It is supporting the launch of a new range of British-sourced canned vegetables, as well as a 20-strong line-up of award-winning canned soups.
Chris Wright, marketing director for Crosse and Blackwell, said: “We’re backing Crosse and Blackwell to become a major grocery brand over the next five years.
“Our new vegetable and soup ranges are the first wave of new product development for Crosse and Blackwell and will be followed by new innovations and brand extensions.
“Our research has shown that customers have a strong loyalty to Crosse and Blackwell and it is a much-loved British brand.
“This has given us the confidence to invest in the brand and launch a major push to secure market share.
“As one of the biggest food manufacturers in the UK, the relaunch of Crosse and Blackwell demonstrates Princes’ total commitment to investing in the development of new products at our factories in Wisbech and Long Sutton.”