Nicholas & Harris brand Vogel’s appoints Feel Communications for retained support

Specialist food, drink and wellbeing communications agency, Feel Communications, has been awarded the account for the seeds and grains bread brand, Vogel’s by Nicholas & Harris.

Starting in July, Feel’s brief covers brand repositioning, retail and shopper marketing and retained marketing services for social media and brand PR.

Seb Willis, Commercial Director for Vogel’s at Nicholas & Harris said: “We were very impressed by Feel’s instinctive and research-based understanding of the core values behind the Vogel’s brand. Their recommendations for how to drive sustained growth by playing to our unique strengths and the team’s passion for our business, makes us even more excited for the future.”

Johnny Barradale, MD at Feel commented: “Vogel’s is a brand we believe in and one we consume ourselves – so we were already fans. We believe it has great potential as consumers look for bread with more taste and variety in the supermarket. We will be focused on activating consumers in the retail environment, helping more people to love Vogel’s.”

Founded on the principles of Alfred Vogel, the pioneering Swiss nutritionist, Vogel’s is a range of flavoursome ‘clean label’ breads with seeds and grains. Sliced loaf varieties are: Original Mixed Grain, Soya & Linseed, Sunflower & Barley, Wholemeal & Oat Bran. The rolls varieties are: Oat & Barley and Seeded. With the original loaf variant recipe remaining unchanged since 1954, all the loaves are baked without added sugar, emulsifiers, enzymes, or artificial preservatives or flavourings.

In the last 4 years, sales have grown by 58% to £5.5m (RSP), demonstrating the appeal of the brand and demand for flavoursome quality bread. Products are available from selected Waitrose, Sainsburys, Morrisons, Asda and Tesco stores.