Making the Britzels brand as ownable as their pretzels are delectable
Born from an American sourdough pretzel recipe and developed in Oxford, England, the Britzels brand offers pretzel pieces packed with big flavor.
In 2021, Aperture CPG stepped in as a Fractional CXO, providing business and management mentorship for the founder – including helping steer strategic decision-making, developing a plan for business growth, and supporting the execution of priority elements while being respectful of company’s budget.
First on the execution to-do list: a rebranding. Originally called Ben’s Pretzels after two members of the founder’s family, the brand needed a new name that, unlike Ben’s Pretzels, was conflict-free and would elevate them to the place they deserved to be.
“With Aperture’s vetted partners, we were able to land on the perfect name and deliver on the branding that matched our mission and vision.”
-Beth Garner, Founder, Britzels
Rebranding Britzels via a three-prong approach
As part of its brand rebuilding, the company needed a new name and visual elements to increase appeal as well as better convey its story and reason to be. To achieve this, Aperture CPG along with its trusted partners provided rebranding support in the following key areas:
Naming
This exercise included naming generation, extensive survey outreach, strategic selection, and visual concepts of top choices with the goal of one selected finalist.
Branding
Leveraging industry research and trends, a brand book was developed to serve as a guide for personality, concept, and usage of the brand elements.
Product Packaging
After leveraging CPG expertise to conduct a thorough market investigation of the U.K. consumer, new designs not only conveyed brand principles but also were designed to be easily adapted for future SKUs.
“As a founder of a start-up, Jamie was instrumental in helping me mitigate and manage risks.”
-Beth Garner, Founder, Britzels
As an origin partner, Jamie builds essential relationships
In addition to brand rebuilding, Jamie provided Britzels with business mentoring. Because, with business growth and scaling, comes increased production needs and challenges.
For example, after a deep year-long search, Jamie used his brand growth consultant expertise to help identify a co-manufacturing partner in Pennsylvania. In addition, Jamie helped with due diligence and the negotiation process to ensure this new partnership opportunity would thrive from the get-go.
Results
Developed a long-term mentoring relationship with the founder, providing a platform for learning how to navigate various industry scenarios
Successful relationship building and skill sharing allowed the founder to thrive in a new industry in a new country
Identified co-manufacturing partner after an extensive search under challenging and pressing circumstances
Helped execute key initiatives via trusted and Aperture CPG-vetted partners
Provided continuous, high-level responsiveness and critical support during unexpected challenges
