Designed by the company’s chef development team and an independent nutritionist, every product in the new grab and go brand is said to “count to at least one of your five a day,” with items including Bircher pots, fresh juices, salad boxes and fruit.
Rolling out across client sites in the coming weeks, Lexington has also updated its other healthy eating ranges – Flex (formerly named Let’s Energise), Grains&Greens, Free From and Vitalicious Juice – to “reflect changes in the market, eating habits, and help customers easily identify healthy options,” it claims.
Iona Pite-McCaie, marketing manager at Lexington, said: “We are proud to have been recognised as being industry leaders in food innovation and driving healthy eating, with our award-winning healthy food ranges and want to continue leading the way.
“The launch of Blend kicks-off a new era at Lexington Catering and takes our approach to healthy eating and engaging with customers to a new level. This new brand and logo reflects our enthusiasm and focus on engaging our customers and supporting them in achieving their health goals. Our aim is to connect with customers and provide clarity, making it easy for them to identify the range and access nutritional information.”
To do so, the company introduced Blend to clients and managers during its inaugural Innovation Day and has also been training front-of-house teams to understand the brand so that they can engage with customers.
Managing director at Lexington, Julia Edmonds, added: “Whilst we are doing some fantastic things, as a business, when it comes to healthy eating we recognised the need to create clearer messaging and positioning. The re-brand is providing us with an opportunity to re-educate our team about the concept and ethos behind the range and connect with customers to show the benefits of eating healthy food and that it can taste great.”