The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Anchor News UK

Anchor to roll out new pastry range featuring 'Tastes like homemade' positioning


By Stephen Lepitak | -

September 30, 2013 | 2 min read

Dairy produce brand Anchor has rolled out a new product range, Anchor Pastry, with brand and packaging design by Elmwood.

The range will roll out on 19 October across Asda supermarkets nationwide, with Elmwood tasked to ensure that the main brand’s key qualities were evoked by the new product packaging, which will include the proposition ‘Tastes like homemade’.

Elmwood has explained that the design of the packaging aimed to expand upon Anchor’s brand tradition, and included its main branding and ribbon, while adding simple illustrations of baking utensils.

Louise Thornton, brand manager at Anchor, praised Elmwood’s work and said that she believed the designs would help achieve stand out with retailers and consumers.

The range will include two types of pastry products; Anchor Shortcrust Pastry and Anchor Puff Pastry.

Anchor News UK

Content created with:


Elmwood is the world’s most effective brand design consultancy. A bold statement, but true. We’ve won more Design Effectiveness Awards than anyone else in the history of the scheme, recognition of our work’s commercial success.Elmwood began as a small, local agency in 1977, and whilst we now have studios in Leeds, London, New York, Singapore, Hong Kong and Melbourne, we’re still very much independent.

We work right across the board from insight and strategy, to creative and design, and can tick off a long list of sectors including retail, government, sport, media, FMCG, B2B and more. Our joint ventures also mean we can offer specialist services in sustainability consulting, industrial design and environmental design.

So that’s Elmwood in a nutshell for you – there’s plenty more at

Find out more

More from Anchor

View all


Industry insights

View all
Add your own content +