South Africa’s Montagu unveils new brand identity under restructuring strategy

SOUTH AFRICA – South African snack foods brand, Montagu has unveiled a refreshed brand identity, including a logo and packaging redesign as part of its restructuring strategy to enable the firm is increasing its retail distribution.

The company, a subsidiary of Acorn Agri & Food, said that its ‘refreshed’ product, branding and distribution strategy is a reflection of the brand’s story of “quality snacks with small town goodness”.

According to the company, despite promoting health and wellness being the stronghold in the brand’s operating philosophy for 25 years, it was not at the core of its brand identity.

“Whilst the colour remains a key part of the brand’s identity, the new logo features a cleaner design against a white canvas and is accented with a look and feel that is unmistakably wholesome, simple and contemporary.

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“Montagu’s iconic bright orange branding is well-recognised amongst its target audience and it would not be wise to alter it too drastically at this point,” says new chief executive, Lourens van Rensburg.

“Our brand is inspired by some of the world’s most delicious ingredients.

This ensures that we continue to operate with a philosophy that respects small-town values and fosters a sense of togetherness. We love bringing these concepts together to create tasty snacks that deliver the best possible nutrition.

The new packaging reinforces our belief that healthy snacks should be vibrant, relevant and purposeful,” he explained.

According to a Biz Comminty report, initial changes will be reflected across the company’s marketing elements as of August this year.

Montagu has also launched new products as the firm seeks to grow its healthier snacks portfolio and promoting ethically and environmentally conscious farming.

“We regard it as part of our responsibility to play a role in providing consumers with healthier snack options and have decided to strive towards a cleaner ingredients list.

“As we intend to become the most trusted snack brand in South Africa and Africa, this is certainly a step in the right direction,” Van Rensburg added.

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The brand’s product portfolio includes more than 120 products and including dried fruit, raisins, nuts, seeds, energy-full bars, fruit rolls and balls, natural sweets and among other combinations.

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