_______________________________________________________________________________ The
Compleat Food Group
With a purpose of making food to feel good , The Compleat Food Group is one of the UK ’ s foremost manufacturers of pastries , antipasti , plant-based alternatives , and more . As Chief Executive Officer , Nick Field , enthuses : “ We ’ re on a mission to create great quality , tasty and affordable food that people will love to eat — we call it ‘ Food to Feel Good ’. This ethos runs throughout our entire business and is the driving force for our people and culture . It also means the starting point for everything we do is the consumer , in tandem with category expertise and outstanding production capabilities .
“ Using an efficient and flexible model , we ’ re able to deliver high quality products across our range of brands and retailer brand partnerships . Our aim is to excite and delight consumers whilst driving growth in all the categories in which we operate .”
Innovation is embedded into The Compleat Food Group ’ s company ethos . “ Thanks to our award-winning innovation and insight teams , we ’ re quick to deliver the freshest new ideas . Insight is at the forefront of any new product development , and our talented in-house team are constantly researching consumer and category data to see where we can introduce market-firsts . Our work is all about understanding what new flavors and formats consumers are looking for .
“ Working alongside our product development team is a group of talented culinary experts . These are development chefs with many years of experience , and they are able to combine their knowledge and flair with the latest information from our insight team to develop our award-winning dishes . You ’ ll often find members from both teams traveling together across the UK and Europe on food safaris , searching for new ideas and inspiration .
“ We ’ re proud of our long-standing partnerships across the trade , and we love to nurture and develop their brands alongside our own . We also seek out innovative , challenger brands with unique products and move quickly to make them part of our brand family , as we did with Vadasz and Palace Culture . When we do this it ’ s important that we continue working with the brand founders to ensure the authenticity of the product remains and that the spirit of innovation stays in the business ,” Nick affirms .
Building brands
A variety of well-loved food brands sit under The Compleat Food Group umbrella , as Nick discusses : “ Our leading and distinctive brands have been achieving high , doubledigit growth for several years and are a key focus for our growth plans in 2024 . We believe sustainable category growth comes from brand and retailer brand development , and we direct our investment accordingly .
... we are continuing to delight consumers by expanding our range into new categories
“ Across our heritage brands , Wall ’ s Pastry and Pork Farms , which are both outperforming the chilled savory pastry category in value and volume , we ’ ve continued to invest in reinforcing both brands ’ reputations for high quality , great tasting products , whilst looking at how we can expand into new categories , occasions , and formats .
“ Alongside these traditional brands , we have a history of launching new brands and acquiring exciting start-ups , offering unique products with exceptional taste and flavor . This includes Vadasz , which we ’ ve grown to become the UK ’ s leading chilled pickles and ferments brand . It is regularly innovating with new flavor combinations and looking to expand into new formats .
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