Red Lion to revamp brands

Pioneering company Red Lion Foods is celebrating its meteoric rise in the competitive food market by announcing a revamp of its products.

The company, which donates all post-tax profits to armed forces charities, is rebranding in order to “inject humour” into the brand and promote its core values of good quality, commitment to charity and value for money. 

MD Andrew Giddens said: “We want to have a lot more fun with our packaging as it’s missing the humour you get with the military.”

Marketing director David Wilkinson explained further: “There’s quite a lot to try to get across in not very much space but we also want to know how far the brand can be stretched. What we’re doing is serious and we’re giving to serious causes, but we want to have a little bit of fun with it.”

The brand launched in October last year but is already worth £18.9m [Kantar Worldpanel 52w/e 23 January 2011]. Among its 70-strong range are cooked sliced meats, sausages and bacon, as well as tinned convenience foods. The company, which made headlines for its support of the armed forces, has already donated £250,000 to forces charities and is on track to reach its £2m first-year donation target.

The company is also launching ‘The Great Hash Off’ to find the best corned beef hash recipe and hopes to capitalise on the patriotic fever generated by the Royal Wedding – in which military pomp will no doubt be in evidence - by introducing new lines to time with the event.


>Ministry of Defence ‘beefs’ up armed forces


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