#WBD Blog

Batchelors rebrand

Batchelors has revealed its largest rebrand in its 130-year history, spanning all 200 products across its Super Noodles, Pasta ‘n’ Sauce and Cup a Soup ranges.

The comprehensive refresh is designed to modernise the brand’s visual identity while improving shelf navigation and highlighting “craveable comfort” to a new generation of shoppers. The new packaging features a cleaner, more contemporary aesthetic, using high-quality product photography and bolder typography — and creates a consistent brand block in the aisle, making it easier for consumers to cross-shop between noodles, pasta and soup formats.

Kate Yateman-Smith, Brand Director of Quick and Easy Meals at Premier Foods commented: “This is a landmark moment for Batchelors. Our refreshed packaging brings a more modern feel while still celebrating the product itself – dialling up taste cues, making the range easier to shop, and keeping the familiar brand elements that shoppers know and trust. We are confident this new look will be a hit.”

The rebrand is supported by Batchelors’ first new TV ad in seven years. Early consumer research indicates purchase intent among existing Batchelors fans has risen significantly.

**At #WhatBrandsDo we like the word ‘refresh’. It implies the right level of change and a sense of careful stewardship rather than the chaos of revolution. Truth is that a well-run brand should never encounter a rip it up and start again moment. Yes, times change and brands can face existential crises driven by changing consumers, changing channels and changing technology – but good brands invest in insight and innovate to manage these bumps. Preparation and prevention are critical and under-rated core brand skills. It is less exciting and glamourous than radical change but is visible in the behaviour of any brand you admire. **

Batchelors’ biggest refresh in its long history, is hardly a revolution and we like it more for that. It is simple and effective. It modernises and, alongside the new communication campaign, is emphasising quality and appetite appeal – through strong imagery and design – building on the established benefits of convenience and simplicity. All with a bit of fun thrown in.

**Good brands are like swans. Gracefully progressing on their journey, never lurching or appearing to panic, whilst under the water there is always some serious work going on. Good work Batchelors’ – keep on gliding. **

Find out more about Batchelors

Watch the 2026 Batchelor’s TV campaign: https://youtu.be/Qg8Kh4oz9ik?si=Lm9aPc6UciJ4rXzf