Food Specialities rejuvenates Diamond brand

With a brand new look and a slimmed down range, Food Specialities aims to have Diamond in the top three in each of its categories by the end of the year.

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By  David Ingham Published  May 9, 2005

Food Specialities has slimmed down its Diamond product line and will soon introduce new packaging across the range. The number of categories covered by the brand has been reduced from fifteen to eight, and a new look has been created in an effort to better communicate the idea of quality produce at a reasonable price. “Over the years, value for money has been the key positioning of the Diamond brand,” says Deepak Bhawan, chairman and CEO, Food Specialities Limited. “In the last few years we’ve had slightly confused positioning and we’ve tried to grow too fast in new categories. “[However,] we have re-evaluated our Diamond business and taken a number of corrective measures. Our objective now is to be in the top three in each category.” Amongst the core categories now covered by Diamond are tuna, olives, tinned fruit, jam & honey, mayonnaise and breakfast cereal. The brand is listed in most major supermarkets and based on recent retail audits, the company believes it is already in the top three in some categories. A full review will be carried out in the fourth quarter to see if it has achieved that goal across the board. The new Diamond packaging should be seen in supermarkets by early June. The aim of the rebranding is to create a single, more contemporary look across all categories that better communicates the idea of quality products at lower prices. “Now, we have one logo and consistent packaging,” says Vipul Bahl, marketing manager at Food Specialities. “This makes the products much more attractive.”

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