Business news

All Delish, No Delay…Henderson Group reveal food-to-go rebrand with Around Noon

Posted By:
Henderson Foodservice Ltd.

22nd Jun 2023

Henderson Group has launched the rebrand of their popular food-to-go sandwiches, wraps and salads range under their new brand, ‘Delish’.

The rebrand is in partnership with local Newry based food-to-go manufacturer, Around Noon, which has been supplying Henderson Group with a vast range of products such as pre-packed sandwiches, wraps and salads for over ten years.

In addition to the rebrand, stores have also welcomed a new premium range to the Delish offering, ‘Delish Selection’.

The ‘Selection’ line provides shoppers with premium products which focus on flavour. Each product has been made with local ingredients at the core of the recipe and a key deli ingredient from around the world. The ‘Selection’ range includes a number of never before seen products from a baked ham & cheddar with apple chutney sandwich which contains Irish ham and cheese, to the mozzarella, spinach & tomato with basil mayo on roast veg focaccia, which is made with Italian mozzerella.

The rebrand and introduction of new products is a result of a huge investment from Henderson Group and Around Noon of £60,000.

The full revamped range launched on 10th May and is now available in over 100 Henderson Retail stores and 60 independent SPAR, EUROSPAR, VIVO and VIVOXTRA stores across Northern Ireland, bringing shoppers more choice and value for money with a number of new additions to the line.

As well as a new identity, the ‘Real Good Food To Go’ range offers shoppers the core ‘On The Go’ range, and the vegan/vegetarian line ‘Choice’, as well as the ‘Everyday’ range which focuses on value, previously known as the dailyDeli’s ‘Nice and Simple’ collection.

The significant investment ensures shoppers are greeted with a wide variety of tasty products to grab on the go, whilst also complementing the retailer’s hot food-to-go counters, also branded Delish. The brand alignment ensures there’s something for every kind of lunchtime and at a range of different price points.

The new and improved food-to-go brand is a response to consumer trends, as research revealed that more than 70% of consumers plan to stick to supermarkets’ own label brands and have no intention of reverting back to more household names[1]. It was also discovered that 46% of shoppers like to try new flavours and types of food[2].

The investment in the rebrand ensures Henderson Group are meeting the shoppers needs by providing better quality and choice for food on the go, while introducing exciting new products, allowing shoppers to upgrade their lunch under their own trusted brand.

Susan McDonagh, Head of Food To Go at Henderson Group commented, “At Henderson Group we’re passionate about ensuring we are providing the highest quality products to our shoppers and responding to their ever-changing needs; working alongside and in partnership with Around Noon for the past ten years has allowed us to do that.

“The new range not only transforms the brand, but also introduces exciting and tasty new products for shoppers’ convenience when on the go, providing additional choice and upgrading their lunch options for an affordable price.”

Stuart Kidd, Senior Account Manager at Around Noon commented, “It’s important to be continually adapting and improving the food-to-go offering to shoppers to keep up with the everchanging consumer trends. The new Delish range of sandwiches, wraps and salads provides a wide variety of lunch time options from vegetarian and vegan to low calorie, from a focus on value to the new premium line, introducing more choice and new flavours to lunch on the go.”

[1] Attest 2023 UK food & beverage trends report

[2] 1000+, All Shoppers. Quarterly