Celebrating 60 Years of Fred: Homepride’s Brand Refresh for a New Generation by The Food Brand Guys

Homepride is widely recognised as an iconic British food brand, a firm favourite with home bakers since 1964. The Food Brand Guys was appointed by Carr’s Flour Mills to refresh the Homepride brand and develop new retail packaging to commemorate Fred’s 60th birthday. With the popularity of shows like the Great British Bake Off, many people have a renewed passion for baking and creative cooking at home. The Homepride product range already enjoys a solid reputation with brand advocates, with Fred’s familiar face providing brand recognition across multiple generations. The challenge with any new packaging design is consider the category cues, while also producing something fresh and new. Andy Brattle, senior brand strategist at TFBG explained: “Many people find the flour aisle in the supermark