The Flava People rebrands household favourite ‘Flava It’ for the first time in 20 years

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Manchester’s The Flava People has unveiled a £150,000 re-brand and redesign of its family favourite cupboard essential range ‘Flava It’.

The first rebrand in twenty years, Flava It has moved to recyclable packaging, with the new look recyclable packaging hitting shelves this month.

The rebrand from The Flava People is a nod to the brand’s heritage – the promise to make home cooking even tastier – with a new cleaner packaging bringing to life the five household favourite seasonings.

The full ‘Flava It’ portfolio consists of Chinese Style, Garden Mint, Smoky BB, Garlic & Herb and Piri Piri.

‘Flava-it’ has been originally crafted to focus on timeless family favourites, building its range over the years to incorporate classic flavours that everyone knows and foodies love.

Celebrating 40 years in our supermarkets, the ‘Flava-it’ revamp highlights the no nasties ‘natural’ ingredients and the simplicity of the range. Each seasoning– which contains no artificial ingredients, flavours or preservatives – can be applied to a range of dishes prepared in your kitchen.

Returning to supermarket shelves this June, The Flava People hope to engage with new shoppers looking for convenient ‘sprinkle, cook and enjoy’ recipes this Summer.

According to the International Food Information Council, 2020 food and health survey, the pandemic caused 85% of people to alter their cooking habits, with 60% of respondents saying that they are now spending a significantly greater amount of time cooking for themselves.

Tapping into this insight, the brand also hopes the reboot will re-engage and excite new families, who in a post-covid world are more likely to cook and explore new flavours together at ‘tea time’.

Lucy Wells-Cole, Marketing Executive for The Flava People, said: “As a family business The Flava People has family at the core of everything it does – which is why we remain loyal to flavours that we know people want and enjoy in their homes.

“The rebrand is aimed at reigniting shoppers’ passion for ‘Flava It’, reminding them to purchase, and to help us build a greater presence on shelf when going after new consumers. We want to make sure ‘Flava it’ is the go-to cupboard must-have for flavouring.”

She added: “Flava It was one of The Flava People’s first product lines and we felt it was time to celebrate its success and give it a face lift for younger families who may not have experienced the brand yet. We have all worked hard growing the Flava It brand over the last 40 years, the rebrand feels like a celebration of where we have got the brand too and how far we can now push it.”

The sachet seasoning is versatile and adaptable for different recipes – allowing it to be at the forefront of popular cooking and easy to embed into the latest modern food trends.

The 35g sachets are available in Tesco, Morrison’s, Ocado and Amazon, RRP £1.00. The brand will relaunch with the support of instore marketing and PR.

To find out more about Flava It X The Flava People, or discuss a bespoke solution for you, please visit: http://theflavapeople.com/contact/

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