The Authentic Food Co.

The challenge

The Authentic Food Company (TAFC) is a fast growing business with a very strong heritage and reputation.

With huge growth objectives and expansion though acquisition it knew that the brand need to be fit for purpose. TAFC understood that even though they were a B2B frozen food white label manufacturer it was still very important to have a strong brand. Following the acquisition of the Heinz ready Meal Business, by TAFC in 2015, the project needed to ensure that they were able to make a transition to world cuisines successfully and not be pigeon holed into Indian market as per their previous experience.

Client: The Authentic Food Co.
Services: Rebrand, Repositioning, Rollout
Taste the world with us

The approach

With a challenge as complex as this – the merger of cultures, move from Indian to World Cuisine and 3 locations to align it was important that we worked with as many people as possible so that the work reflected everyone within the organisation and provided them with a sense of belonging and reason.

Workshops were run across the business, conducted 65 interviews across the 3 sites to get an insight into the TAFC world and created a microsite with the TAFC ‘gastronaut’ which allowed every employees to tell us about TAFC and what the brand meant to them.

The results

The story behind the brand came from all of the insight work and the key differentiator for them was their total focus around TASTE. The personality of the brand was therefore reflected in the essence of ‘taste is at the heart of everything do’ and came to life through the ‘Tastemakers’ who were focussed on working hard at TAFC to tantalise tastebuds around the world.


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The Authentic Food Co. brandmark
The Authentic Family
TAFC values
The Tastemakers
The Authentic Food Co
The Authentic Food Co website
The Authentic Food Co. magazine
The Authentic Food Co. promo items
Taste is at the heart of what we do