Fullers Foods, a leading UK food supplier with 150 years of industry expertise, has unveiled a new brand identity to reflect its modern operations, cutting-edge facilities, and ambitious growth plans. Developed in collaboration with KISS Branding, the rebrand is a key strategic move following Fullers’ recent expansion into two new locations.
A major player in the UK’s food supply chain, Fullers sources and delivers food and ingredients to major supermarkets and restaurant chains, playing a crucial role in feeding the nation reliably and sustainably. However, its previous brand identity was outdated and misaligned with its position as an industry leader.
Following a landmark year with a 30% increase in turnover, as reported in October 2024, Fullers Foods recognised the need for a brand identity that better reflected its scale, expertise, and forward-thinking approach. The rebrand aligns with Fullers’ recent expansion into state-of-the-art facilities along the River Aire in Leeds, marking a new era for the business.
Kevin Smith, CEO of Fullers Foods International, said: “You could have googled our values and found the same as any food company in the country. We wanted something real-rooted in where we’re from. More Leeds. More Yorkshire. We’ve landed on that now.”
He added: “It’s not just a new logo. It’s how we introduce ourselves to new manufacturing sites, how we talk to customers. With life and food side by side in our brand, we’ll always be able to tell our story – our passion for food, our people, and what we deliver every day.”
Aligning the Brand with Business Growth
As Fullers expands into new locations and continues to strengthen its role in the UK food supply chain, the business needed an identity that better reflected its modern operations and ambitions. While the company had evolved significantly, its previous brand (below) no longer aligned with its scale and leadership in the industry.
The rebrand ensures Fullers presents a cohesive and credible identity across all business touchpoints, including corporate communications, digital platforms and signage in its innovation kitchen and office spaces.
Key Elements of the Rebrand:
- A refined ‘F’ roundel – symbolising Fullers’ integral role in food supply, with transparency and precision at its core.
- Messaging centred on “Full on Food. Full on Life.” – positioning Fullers as an expert, efficient, and people-driven business.
- Photography-driven brand identity – focusing on macro food imagery and dynamic team photography to communicate expertise and passion.
- A clear, engaging brand voice – eliminating corporate jargon in favour of simple, effective storytelling that resonates with suppliers, partners, and stakeholders.
The Shift in Food Supply Branding
The project highlights an important shift in the B2B food supply sector, where branding is no longer just functional – it’s strategic. A 2024 report from Smartcore Digital discusses how consumer behaviours and engagement patterns have undergone major transformations, leaving traditional marketing approaches less effective. Fullers Foods’ rebranding effort exemplifies how companies are adapting to these changes to stay competitive.
Industry Reception & Future Growth
The rebrand has already made an impact, with Fullers’ leadership praising the process as “transformational.” The success of this project further establishes KISS Branding as an expert in business-led brand reinvention, proving that strategic design can drive real commercial value in B2B industries.
