Baxters Food Group


Baxters, owners of the Fray Bentos brand, wanted recommendations for a new brand strategy.


First we reviewed everything– interviewing staff, studying research, analysing category data. Then we worked with the Baxters team to create a step by step strategy for meeting key brand challenges, including pricing and innovation. 

We project managed relaunching the core pie range and handled the rebranding of their meatballs. We also suggested the introduction of a vegetarian pie.


This renewed focus led to a rebrand and resurgence. The new Fray Bentos Vegetarian pies were timely additions to a largely meat-based range.


The ability of Fintan and the team to come on-site and fully immerse themselves in the category detail while working closely with the Baxters team was instrumental in the rejuvenation of Fray Bentos.

David Craig
Brand Manager


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