Have you launched an exciting new brand, whether a single product or a range?
Or is your business strengthening an existing brand or rebranding an existing range?
This category will look at food and drink manufacturers launching a new brand, launching a new initiative to strengthen an existing brand or launching a rebrand. In all three cases, the brand may relate to a single product or a range of products.
Judges will look at the brand positioning, communication, differentiation, protectability and the initiatives taken to build consumer engagement, whether rational, emotional or both.
Entries will need to show why a specific brand approach has been adopted, the steps taken to protect and communicate it, with metrics demonstrating consumer engagement.
Category sponsored by:
Returning to Excel, London on 30 March – 01 April 2026, IFE, part of Food, Drink & Hospitality Week is the ultimate business event for food & drink product discovery. For more than 40 years, retailers, wholesalers and hospitality professionals have relied on IFE for product sourcing and valuable industry insights.
Taking place alongside IFE is IFE Manufacturing, part of Food, Drink & Hospitality Week, the ultimate business event for food & drink product development. IFE Manufacturing covers everything from ingredients and packaging solutions to processing technologies and manufacturing services.
Food, Drink & Hospitality Week unites IFE Manufacturing, IFE, International Salon Culinaire, HRC, The Pub Show and Hospitality Tech360, bringing together 30,000 buyers and 1,500+ suppliers to connect and do business.
Keep up to date with the latest show news here: https://www.ife.co.uk/
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Previous winners
Case Study
Brand Launch of the Year 2024
McVitie’s was founded in 1839 and has been part of the fabric of British society ever since. In a country that has changed so much, McVitie’s have provided consistent quality and comfort throughout. McVitie’s are baked. Baking biscuits brings homely associations of love, care and comfort.
Case Study
Brand Launch of the Year 2023
Wyke Farms is a progressive cheesemaking business that remain true to its roots; family-run, based in the Somerset and crafting cheddar to the same award-winning recipe since 1861.
Case Study
Brand Launch of the Year 2022 - Ben’s Original™ Evolution
The tragic murder of George Floyd was a seismic moment in culture, sparking a racial reckoning that led brands – including Uncle Ben’s – to look inward, consider the impact of its past and commit to changes to support a more inclusive world.