Cranks is attempting to expand its vegetarian offer with the relaunch of its sandwich and organic bread lines. The name Cranks has been synonymous with vegetarian fare since the first Cranks vegetarian restaurant opened in London’s Carnaby Street in 1961.
But brand director Ben Johnson said the Cranks brand needed to be reinvented to extend its appeal to a wider audience - particular meat-reducers. “Sixties vegetarianism
is not relevant today,” he said. The packaging on its sandwich and bread lines has been redesigned to include a new ‘eat good, feel good’ strapline and new names for the sandwiches, such as Cheesy Gonzales and Hey Pesto!
The bread packaging also has a picture of a naked man leaping for joy.
The six-strong premium sandwiches range (rsp: £1.99 to £2.39 each) goes into Sainsbury, Somerfield and Waitrose this week, while the small and large organic wholemeal loaves (rsp: 89p and £1.29) and a large honey & sunflower loaf (rsp: £1.39) follow a week later.0
But brand director Ben Johnson said the Cranks brand needed to be reinvented to extend its appeal to a wider audience - particular meat-reducers. “Sixties vegetarianism
is not relevant today,” he said. The packaging on its sandwich and bread lines has been redesigned to include a new ‘eat good, feel good’ strapline and new names for the sandwiches, such as Cheesy Gonzales and Hey Pesto!
The bread packaging also has a picture of a naked man leaping for joy.
The six-strong premium sandwiches range (rsp: £1.99 to £2.39 each) goes into Sainsbury, Somerfield and Waitrose this week, while the small and large organic wholemeal loaves (rsp: 89p and £1.29) and a large honey & sunflower loaf (rsp: £1.39) follow a week later.0
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