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Australian food brand appoints Leeds agency to fuel growth


Australian food brand Slendier has appointed Leeds agency The Lucre Group.

One of the leading brands of pasta substitutes in Australia, the Slendier range includes konjac pastas, noodles and rice, ready to eat meals and bean pastas.

Lucre has been appointed on retainer to help launch the Slendier brand across consumer media, trade and digital channels in both the UK and Europe. Activity will include sampling, event management, influencer and media relations.

Erica Hughes, Slendier founder, said: “With more people managing health-related ways of eating, the range provides real variety to mealtimes and gives us a real opportunity to expand.

“The Lucre Group really understood what our brand was about and had really creative ideas on how to introduce the products into the UK market. Given the success to date, we look forward to working with Lucre on maximising the opportunity in Europe.”

Sophie Spyropoulos (pictured), Lucre co-owner and director, added: “We have helped launch countless new food products in both the UK and European markets, which means we’re in a great position to make Slendier a household name within its target demographic.”

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