Powters
Powters are a family run business established in 1880 since which time they're ‘Celebrated Newmarket Sausages' have been the sausage of choice for many living in East Anglia.

But with distribution limited to a handful of Co-Op stores and deli counters at Tesco, the business was keen to gain distribution further afield.

The brief
Our brief was to assess their current packaging and the capabilities of their production facility and to make recommendations as to the most appropriate approach to increase product distribution.

Our solution
Bryt carried out sector research, store audits and consumer research. Through this activity their existing packaging (a styrene tray with a single colour label) was identified as a significant barrier to growth.

We identified a USP for Powters, featuring their Victorian heritage. A new brand identity was created using rich blue and yellow colours and traditional typography evocative of their Victorian pedigree and ‘butcher’s shop’ quality. We also created a new box format for their packaging – a revolutionary move, making these the first sausages in a box.

Through our research we'd identified that the majority of sausages are consumed at weekend breakfast - and yet no-one had created a ‘breakfast sausage’ - so on behalf of Powters we did: the English Breakfast Sausage!

Regional press advertising and an Adshel poster campaign utilising sites in close proximity to stockists supported the launch of the new product

The results
Bryt’s brand strategy and presentations to retailers resulted in the expansion of listings in Co-Op stores and Tesco and new listings in Sainsbury’s. An immediate and significant increase in sales was achieved – and the subsequent launch of the Breakfast Sausages led to national distribution and a further increase in sales.