Beak & Johnston has quietly worked its way to becoming the largest supplier of fresh ready meals and soups to Woolworths under the Woolworths, Emily's Kitchen and House of India brands.
It also owns the Pitango brand, under which it has launched a new range of international soup flavours in a revamped stand-up pouch.
The pouch has been the chosen format for Pitango for a number of years, but the new flavour variants in its World Flavour range have been the launching pad for the new, updated pouches.
Beak & Johnston Group CEO David Beak says consumers are becoming more demanding for quick and easy meals to create at home.
“They want fresh, quality meals and are looking for options that aren't just 'takeaway', or the local restaurant,” he says.
Pitango’s Australian marketing manager Sharon Addington says the brand has been on Australian shelves since 2007 and over 70 per cent of products are for the local market.
The company engaged Australian packaging design studio Jam&Co Design to help it create the new Aussie-friendly packaging and design.
Jam&Co MD Jennifer Segail said a decision to revitalise the brand was made following Beak & Johnston’s acquisition of Pitango.
“We created a vision to revitalise the brand and reach a broader customer base,” she says.
“Jam&Co Design was brought in to help re-focus and redevelop the existing range and complement the World Flavours range.
“While the classic soup recipes stay true to their origins, the brand was in need of an updated brand palette – one that embraced its heritage and reflected Pitango’s natural ingredients.
“The flavour panel makes it easier for customers to find their favourite Pitango product and entices them to try new ones.”
The flavours include Carrot and Sweet Potato Soup and Spinach, Kale and Ricotta Soup.
Beak & Johnston was named Woolworths Overall Supplier of the Year and Woolworths Own Brand Supplier of the Year in 2014 and worked closely with Woolworths to develop quality, affordable food for consumers.
It's been involved in a number of high-profile launches including Woolworths’ Created with Jamie meat products, Gold soups, burgers and sausages, and Emily’s Kitchen meals, and was also a finalist for Core Fresh Supplier of the Year.
