PURPOSEFUL. PLAYFUL. BUILT TO STAND OUT.

Simply Lunch, the UK’s trusted food to go supplier, has launched a striking new packaging identity. This bold refresh is designed to elevate its presence on shelf, connect emotionally with consumers and support retail and foodservice partners in driving sales.

Launching on 18th August 2025, the new packaging marks a significant evolution for the 45-year-old, family-run brand known for improving lives through delicious food. With the food to go market more competitive than ever, Simply Lunch has reimagined its packaging to work harder across shelves and build stronger brand recognition.

“This is more than a new look. It’s the next chapter in our journey. One that reflects who we are today and where we’re going tomorrow,” said Sam Page, Managing Director of Simply Lunch.

WHY THE REFRESH MATTERS
Designed in response to rapid shifts in shopper behaviour and increased demand for premium, transparent brands, the new packaging puts the customer experience front and centre.
• Stronger shelf standout: Bolder colours and simplified layouts help products pop in chillers and signal flavour at a glance.
• Messaging with meaning: Messaging has shifted from trade-first to shopper-first, focusing on provenance, ingredients and values – designed to connect with consumers and reflect Simply Lunch’s brand personality.
• Emotional storytelling: Custom illustrations and the brand’s iconic hummingbird reinforce Simply Lunch’s roots, people and purpose. Reinforcing their mission to seek out the best ingredients and spread positive impact one bite at a time.
• Strategic design updates: Product names are now positioned to align with natural shopper eye-flow, improving decision-making time.
• Sustainability-led changes: Optimised materials to reduce waste and improve recyclability. This reflects the company’s ongoing sustainability journey.

The refresh also supports Simply Lunch’s ambition to become the UK’s leading food to go brand, while building on its legacy as a trusted foodservice expert.

PACKAGING THAT SELLS
Packaging plays a pivotal role in the food to go category. With 85% of purchase decisions driven by visual cues like colour and layout, Simply Lunch’s new identity is built to convert. It sparks sampling, reduces decision fatigue and reinvigorates the customer experience.

For loyal customers, the update feels fresh and intentional. For new shoppers, it builds immediate confidence in both product and brand. For operators, it reinforces Simply Lunch’s premium reputation across every channel.

“We’ve designed this new look not just to look good, but to perform. On shelf, in hand and in the minds of consumers,” said Will Page, Director of Marketing & Sustainability at Simply Lunch.

SUPPORT FOR OPERATORS AND PARTNERS
To ensure a seamless transition and maximise impact, Simply Lunch is offering full customer support. This includes:
• updated POS materials and brand assets
• partner activation guides and product information
• data insights and merchandising recommendations
• on-shelf fridge visuals and signage.

Whether you’re an existing partner or launching food to go for the first time, Simply Lunch is committed to helping you maximise your opportunity. From strategic advice to day-one activation, we work closely with new customers to build strong foundations and drive long-term success.

A NEW LOOK, THE SAME CARE
The new packaging isn’t just a new look, it’s a new way to connect. With bold design, thoughtful messaging and a clear sense of purpose, Simply Lunch is setting a new standard in food to go. Because when your food is made with care, your packaging should be too.

ABOUT SIMPLY LUNCH
With over four decades of experience, Simply Lunch is a UK leader in handmade food to go. From sandwiches and wraps to hot eats, snacks and premium ranges like MADE. A family-owned company with BRC AA accreditation, Simply Lunch is built on quality, care and a commitment to making good food that improves lives.

For more information on the packaging refresh, product catalogue or to become a partner, visit simplylunch.co.uk or contact: Charlie Pike | Marketing Manager | [email protected]