Batchelors reveals largest rebrand in its history

Batchelors has unveiled the largest rebrand in its 130-year history, spanning all 200 products across its Super Noodles, Pasta N Sauce and Cup A Soup ranges. The comprehensive relaunch marks a significant new chapter for the brand, with a bold new visual identity designed to create greater consistency, improved navigation at shelf and unlock further growth in Easy Meals.

The rebrand will be supported by a £3.5m investment spanning a new TV campaign, large-format out-of-home, paid social, PR and high-impact in-store activation – all designed to remind shoppers of Batchelors’ great taste and craveable comfort. The TV campaign marks Batchelors’ first new TV ad since 2019, with fresh creative that puts Batchelors’ playful personality front and centre, celebrating its irresistible taste and spotlighting the iconic Super Noodles Chicken Pot. With the full Batchelors portfolio being non-HFSS, retailers can maximise prominent display opportunities across stores, helping to drive further growth within the category.

The relaunch builds on Batchelors’ strong innovation pipeline, including the 2025 launch of its microwavable Pasta ‘n’ Sauce range and first-ever Ravioli, which are driving momentum behind the brand and bringing new shoppers into the category. With the Easy Meals category having grown by over 122.6% year-on-year^[1], the new design and communications approach have been developed to build on this upward trend. The refreshed look is set to strengthen on-shelf standout, drive shopper recruitment and unlock further growth.

Kate Yateman-Smith, Brand Director of Quick and Easy Meals at Premier Foods commented: “This is a landmark moment for Batchelors. Our refreshed packaging brings a more modern feel while still celebrating the product itself – dialling up taste cues, making the range easier to shop, and keeping the familiar brand elements that shoppers know and trust. We are confident this new look will be a hit. In fact, early consumer research suggests that the new design will increase purchase intent among Batchelors fans^[2].

“We’re backing the relaunch with significant investment through a 360° media campaign spanning in-store, OOH, social, PR and TV. Designed to strengthen how we connect with consumers, the campaign will drive awareness, increase visibility on the shelf, and ultimately support our retail partners in growing sales.

“Our range is more relevant than ever, as consumers look for tasty meals that fit around increasingly busy lifestyles. The relaunch reflects our long-term commitment to staying relevant, continuing to innovate and driving sustainable growth across the category.”

^{[1] Circana (UK) Ltd, GB, All Outlets, Easy Meals (Category Defined by Premier Foods), Value Sales %Change vs YA, 52 w/e 22 Nov 2025)}

^{[2] Walnut consumer research, May 2025. Responses to question: How likely would you be to buy a product from this range, if it were available in this packaging and assuming you were happy with the price? Base: Batchelors Super Noodles buyers (c.109 per route), 66% responded “definitely buy” new look packaging vs 53% for previous packaging}