KP Foods is undertaking a radical overhaul of its Phileas Fogg
premium snack food brand that will remove the Phileas Fogg character
from its advertising and packaging.
The company will relaunch the brand in May with a multi-million pound
above-the-line campaign by Publicis.
Rob Devonport, marketing controller at KP Foods, with overall
responsibility for the brand, is to inform his sales force of the plans
He said: "The Phileas Fogg name has tremendous value and heritage, but
we need to make the brand much more relevant to today's audience and
bring innovation to the product and packaging. It will be a complete
overhaul of the brand and its positioning."
Devonport joined KP Foods last month from Bulmers, where he was
The company is currently having photographs taken for the new packaging
Phileas Fogg makes a number of packaged snacks such as tortilla
Its most recent product launches have been New York Deli Mix and Thai