New strapline and motif unveiled by Top 3 UK rice brand

11 Feb 2019

Laila Basmati launches ‘Love Laila Naturally’ strapline – as it continues to roll out global, multi-million pound rebrand to attract new consumers to the brand.
Laila Basmati launches ‘Love Laila Naturally’ strapline – as it continues to roll out global, multi-million pound rebrand to attract new consumers to the brand. The move comes as Laila adds more than £3m YOY to the rice category with sales growth of 34.6% during the last year. (Nielsen 2018) With annual sales now edging toward £12m, Laila has achieved the biggest branded growth among the Top 3 UK dry rice brands for the second year running. Laila owners Surya Foods has also seen a return of its Salaam rice brand to the UK Top 10. The transformational rebrand kicked off with the introduction of 100% recyclable packaging across its entire range of smaller bags last November. Now, Laila is building on its brand positioning with an update to its strapline, replacing ‘Love Rice, Love Laila’ with ‘Love Laila Naturally’. The evolution of the brand’s signature heart into a butterfly motif, reflects the transformation of the brand as it doubles efforts to attract a mainstream audience while celebrating its ‘natural, environmentally friendly’ credentials. The motif will start appearing on packs from DATE.

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