Wall’s aims to double chilled category penetration with rebrand

Kerry Foods has repositioned its Wall’s brand in an effort to drive sales in the chilled category. 

It is rebranding the entire range to better show its heritage on packs.

Its thick sausages are also undergoing a reformulation to give it 10% more meat content as well as enhanced seasoning and a coarser texture.

Kerry Foods hopes to double penetration in the chilled foods category over the next four years by focusing on breakfast in the convenience channel. It is positioning itself as ‘The Convenient Meal Brand Without Taste Compromise’.

It is also adding a new line at the end of September – Ready Baked Fire Grilled Cumberland Sausages.

Jessica Lamb, senior brand manager, explained the rebrand. “Recently voted a top British brand Wall’s already has 98% brand awareness, but we felt the time was right to refresh and relaunch the brand to ensure that it continues to meet the needs of today’s shoppers. Wall’s over-indexes at breakfast time when we know that convenience is key, so this will be a real focus for the brand over coming months as we look to extend usage and consumption occasions.”

The redesign will be supported with strategically placed six sheet billboard advertising as well as in-store sampling and money-off coupons.

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