-11 April 2019

Montagu reveals new logo, packaging and expansion plans

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Montagu reveals new logo, packaging and expansion plans

Montagu, a division of Acorn Agri & Food, is launching a refreshed brand identity and strategy that intends to revolutionise the snacking industry. Created in partnership with creative agency, Just Design, the new look and feel is a commitment. We’re visually telling our brand’s story of “trusted quality snacks with small-town goodness”.

Initial changes will be reflected across the company’s marketing elements as of August this year.

Promoting health

As a snack pioneer for over 25 years, promoting health and wellness has played a significant role in the brand’s operating philosophy – but was not at the core of the company’s identity. In addition to the contemporary new design, the brand has changed its strategy to only provide consumers with healthier snacks – with either reduced/no added sugar and preservatives. The revolution in the product portfolio is a 3-year plan, which will take time to implement. The company’s new CEO, Lourens van Rensburg, wants to assure the public that this new strategy is for the better.

“According to the World Health Organisation, by 2020, preventable diseases such as diabetes, stroke and heart attacks will contribute to 73% of all deaths, says Lourens. “Consumers are striving to clean up their eating habits to reduce, delay or reverse these preventable diseases – not only in developed regions such as North America and Europe but within developing countries as well. We regard it as part of our responsibility to play a role in providing consumers with healthier snack options and have decided to strive towards a cleaner ingredients list. As we intend to become the most trusted snack brand in South Africa and Africa, this is certainly a step in the right direction,” says Lourens.

Offerings

The brand’s new product portfolio includes more than 120 more-ishly good-for-you products and ever-increasing natural offerings – including dried fruit, raisins, nuts, seeds, energy-full bars, fruit rolls and balls, natural sweets and various other combinations, which are sustainably sourced and handpicked to promote ethically and environmentally-conscious farming.

Accessibility

Lourens further emphasized how the issue of accessibility has become a key focus area in the brand’s new strategy as well. “It should be noted that when we refer to accessibility – we’re referring to both the price margin and how easy it is to purchase the products. Montagu has always strived to sell its products at affordable prices – this remains a core part of the brand’s operating philosophy. In addition, whilst we have had Montagu franchises all over South Africa for several years (and will continue to have going forward), this has still limited certain consumers from accessing our products. As a result, we have decided to partner with a number of retailers and convenience stores across the country to add to our footprint and make the much-loved Montagu products easier to purchase.”

Our Orange

When asked about the new design, Lourens continued by stating that “Montagu’s iconic bright orange branding is well-recognised amongst its target audience and it would not be wise to alter it too drastically at this point. Whilst the colour remains a key part of the brand’s identity, the new logo features a cleaner design against a white canvas and is accented with a look and feel that is unmistakably contemporary – wholesome, simple and contemporary.”

“Our brand is inspired by some of the world’s most delicious ingredients. It’s also packed with care by people living in a small town with a big heart. This ensures that we continue to operate with a philosophy that respects small-town values and fosters a sense of togetherness. We love bringing these concepts together to create tasty snacks that deliver the best possible nutrition. The new packaging reinforces our belief that healthy snacks should be vibrant, relevant and purposeful,” concludes Lourens.

Notes:

Montagu is solely owned by Acorn Agri & Food and specialises in the manufacturing, packaging and distribution of a wide range of selected dried fruit, nuts and related products. This operation has a significant share of the entire fruit and nut market in South Africa. The company strives to provide quality products at affordable prices.

For further media information, contact Liesl Carstens, National Marketing Manager of Montagu at liesl@montagusnacks.co.za. Alternatively, please visit www.montagusnacks.co.za, Facebook (https://www.facebook.com/montagusnacks/), Twitter (https://twitter.com/montagusnacks), Instagram (https://www.instagram.com/montagusnacks/).

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