Essential Cuisine to unveil revamped brand identity

Essential Cuisine is set to unveil a refreshed brand identity in 2019, including new strapline, 'Our passion. Your creation’ – a tribute not only to the affiliation of the company and the industry it loves to serve, but also the passionate people and class-leading products that have defined the brand for the past 24 years.

Though the tagline of ‘The Stock People’ is to be phased out from the new year, the chef-led philosophy, its iconic blue branding and range of stocks, jus, glace, gravy and dessert products remain core to the business.

Essential Cuisine founder, chef Nigel Crane stepped away from the company, following last year’s acquisition by leading European producer of savoury ingredients, Solina, but left as his legacy a passionate 12-strong team of chefs – with specialisms across the board – sharing over half a million hours in working kitchens.

As the brand and business evolves, the time is now right, said Managing Director, Adam Jones, to bring the entire Essential Cuisine brigade and their iconic chef blues to the fore.

Jones continued, “Nigel built this company – and its reputation – from the floorboards up, creating many of the products we still sell to this day and recruiting along the way, a band of industry specialists; head chefs, group development chefs, chef lecturers, food technologists and National Culinary Team members to name but a few.

'These passionate people are already well known to our customers, but in evolving our brand language, we want to champion the depth of expertise we have in our ranks, something none of our competitors can call upon, bringing our chefs front and centre of the brand and marketing mix as we build for the future.

Jones noted, “We’re delighted with the brand refresh, reflecting, as it does, our renewed outlook. 'Our passion. Your creation’ perfectly sums up the dual focus of the company – the partnerships we forge with wholesalers, chefs, charities, associations and end users. If we’re successful, so are they; that interdependence is so important.

“It’s very much an evolution, however, as almost all the elements that make and have made this company such a runaway success story remain intact – the incredible products, the chef-led ethos, the sheer weight of expertise and of course the industry that we love to serve. To Essential Cuisine all the ingredients matter.”

The new look will be unveiled for the very first time on Stand 941 at The Foodservice Show (22-23 January 2019, NEC Birmingham). New elements will include a new stand design, new website with full chef team biographies, alongside new sales and marketing materials and much more.