Subscribe to the daily newsletter.

Cheshire agency designs fitness-focused ready meal range


Brandon has completed the brand and communications strategy for a new range of ready meal foods.

The agency was briefed by manufacturer, Samworth Brothers, to fuse ready meal branding with language more familiar on sports-nutrition products, to appeal to “everyday athletes.”

Samworth Brothers also owns sports supplement firm, SCI-MX.

“Our challenge was to make the very different design cues and sector-specific language work together in a way that’s credible and appealing. The brand had to stand out in its own right, with SCI-MX promoting the fact that it’s a serious brand with weighty nutritional claims, not a faddish challenger,” explained Simon Ellis, client services director at Brandon.

“We’ve created a new sports nutrition ready meals design language. But we also had to ensure that the scientific information on pack was easy to absorb at speed. It’s an entirely new proposition, and our work will support SCI-MX at it expands the range.”


The name EatFit was chosen because it was easy to understand in “those crucial decision-making seconds at the shelf or while scrolling online.”

The logo is in “go-faster italics” to make it familiar to those buying sports products.

The agency explained that it had used simple and familiar product names and claims, alongside overhead shots of plated meals, which are more like the established ready-meal sector.

“Brandon has successfully found a way to combine the visual language of fresh ready meals and sports nutrition, creating an appealing and exciting new brand that fulfils a need for health-conscious, time-poor consumers,” added Steve Rich, commercial & marketing director at SCI-MX Nutrition.

Join our exclusive event at Private White V.C. Factory
Top 50 Integrated Agencies launc

Related News