Frozen food gets a fresh new look

In a steep departure from its former branding, legacy frozen food label Natural Cool has entered 2025 with a bold new look.

Parent company Demeter Field Products briefed an agency to ‘revamp the entire branding’ of this bestselling line, explains Schimon Porcher, head of international sales (frozen food), who worked closely with the biodynamic company’s marketing team to deliver the re-brand. 

Stronger storytelling

Over the course of three decades, Natural Cool’s history has seen it maintain its position as the leading organic frozen food brand, but Porcher says with competitor products becoming increasingly prevalent, it’s time to amplify on-pack storytelling and attract new consumers to its existing loyal fan base. 

“Natural Cool has been around for 30 years. It hasn’t really been redesigned or adapted to the market [since its launch]. At the beginning there was only us … but now, more and more competitors are coming. So we need to focus on new markets; by redesigning and repositioning it, we’re trying to do that.”

Porcher shares that the concept behind the new design was to achieve ‘something more fresh, eye-catching and easy to understand’, with the relevant food item clearly depicted, from various styles of potato to colourful berries and tropical fruits falling through space. 

Increased recognition

Far from being concerned about problems around recognition, the brand says the move to more modern visuals is seeing some early success: “The buying impulse is much more triggered than it was before. I just received feedback from the UK … and apparently people tend to buy it more now, which is brilliant.”

The re-brand is accompanied by a new social media strategy involving a comprehensive marketing plan with wholesalers, influencer partnerships, recipe-sharing and a focus on key calendar moments to increase consumer engagement. “We want to have at least one Natural Cool product on promotion every month with a related topic. So for Easter, for example, we're going to do a Berry discount, or for Mother’s Day we’re going to do a Bake Off contest using our ingredients, then there is going to be a ‘back to school’ promotion with fish fingers and fries.”

The new look, along with its UK slogan ‘Just Eat Better’, is being rolled out gradually across the range, beginning with potatoes and berries.

By Rosie Greenaway, editor