Before

After

Rachel’s is the UK’s organic brand with a sophisticated “urban” audience (vs: “Yeo Valley” which takes the consumer more to a place in the countryside).

HMT view is that Rachel’s have decided, whithout moving away from organic ingredients, their brand-name no longer needs to major on “organic”; customers buy into premium-brand Rachel’s for flavour and quality, with organic as a reassurance of goodness rather than their key differentiator; arguably this repositions Rachels further from private-label organic.

UK Broadsheet The Daily Telegraph points out that the organic sector generally is in decline, and suggests that Rachel’s are responding to the downturn by removing the word “organic” to lower perception of cost:

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