What are their main brands?

Interesting one this, although the Samworth Brothers Group itself has a brand name (you have probably seen the creamy-yellow lorries of the distribution group) some of their divisions have no brand names. Of the divisions, the Ginsters brand is the most well known. Dickinson and Morris is a well-known brand name for pork pies.

Kettleby Foods, however, do not have any brands as such because they produce their products for other people - mostly Tesco. Almost 100% of the Kettleby Foods business is with Tesco. The 'Healthy Living' name and logo is a key brand for Tesco as is the Finest brand which provides its customers with high quality restaurant style dishes. The 'value' range of foods also has a key part to play in offering the consumer a wide spectrum of choice.

Image: Tesco's 'Healthy Living' logo. Reproduced by kind permission of Tesco.

The definition of a brand is an attempt to give a product or service an identity that distinguishes it from its rivals. Brands do not necessarily imply that the product has to be expensive and in some cases the importance of the brand is what message it communicates to the consumer and the associations that the consumer makes about the product or service in question.

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