Supply chain

3663 First for Foodservice, the distributor of food products to industry, has renamed and repackaged its Smart Choice range of more than 500 products.

The own-brand range has been rebranded as Chef's Smart Choice and, along with a new logo and updated design, the pre-printed secondary packaging has been simplified and replaced by plain boxes branded with content labels.

Nutritional information, handling and storage instructions and allergen information is also included.

3663 own-brand manager Nicky Dixey said removing the printing from the outer packaging made the range "more environmentally friendly" in line with its commitment to sustainability.

"We are continuing to review and reformulate the range in line with customer needs and our new packaging reflects these changes with clear, simple labelling," she said.

Chef's Smart Choice is positioned as a value-for-money brand and currently accounts for 25% of 3663's turnover. It features frozen and ambient products including tea and coffee, ice cream, frozen vegetables, frozen breads and meat products.

Wyndeham Kestrel carried out all the design, artwork and labelling for the revamp.