Posh grains and pulses brand Merchant Gourmet has rolled out a “vibrant” redesign, along with three new products.
It has expanded its range of ready-to-eat beans with Drain-Free Mini Kidney Beans (rsp: £2.25/240g) and added Quick Cook Spelt (rsp: £3.60/300g) and Tricolour Giant Couscous (rsp: £3/300g) to its dried ingredients range.
Drain-Free Mini Kidney Beans have rolled into Tesco, while the dried ingredients have hit Ocado.
Updated pack designs feature a modernised logo, which “puts gourmet front and centre”, plus patterns “inspired by the ingredients or provenance of the product inside”.
Back-of-pack recipes have been reimagined, accompanied by food photography and a QR code, which shoppers can scan for recipe inspiration.
Front-of-pack descriptions have also been tweaked to make it “easier for consumers to understand the flavours and ingredients in each product”.
“We have previously shied away from gourmet due to the implications of being seen as too fancy,” said Merchant Gourmet head of brand Esther Sforza.
“But we’re proud of the fact that we use incredible, high-quality ingredients, and this should be front and centre of our brand identity.”
Merchant Gourmet first unveiled its ready-to-eat beans range, comprising Jumbo Chickpeas, 5 Bean Medley and Smoky Black Turtle Beans, in October.
The pouches were designed to help consumers avoid the “hassle” of tins and their “bland brine”, added Merchant Gourmet head of product Michaela Neame.
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