Taking a pioneering approach to branding its fresh produce, Isle of Wight Tomatoes revolutionised the market and smashed its year one growth targets by 45%.
Consumer engagement with branded tomatoes had been virtually non-existent in the UK until The Tomato Stall changed the game. Located on the Isle of Wight, the small-scale operation sells prized tomatoes, but retailers hadn’t been interested in putting the premium products in direct competition with their own-brand offer. In a bold move, the business relaunched in 2023 with a distinctive new name, identity, packaging and brand world.
Anchored around its location in the sunniest part of the UK, Isle of Wight Tomatoes’ new name, positioning and design language speak of sunshine, creating an instant connection between provenance and product quality. The redesign by B&B studio allows the business to behave like a brand not a commodity, transforming conversations with retailers from price-based to product quality and variety instead, and Isle of Wight Tomatoes won a national listing with Waitrose within six months. Retailers from Harrods to Budgens followed suit stocking the brand, as did Spinneys in the UAE, and independent retail listings and food service listings both leapt 25%.
While production, pricing and the sales team remained the same, the brand’s revenue grew 29% the following year. The rebrand also enabled the business to expand into products made using surplus tomatoes, reducing waste, shortening supply chains and adding value through sustainability-led innovation.
