Posted Friday, January 29 2016 by fatbuzz Categories: Dean's Overseas, News

Dean’s sales team will be returning to ISM in Cologne this weekend where they’ll be unveiling their refreshed branding, as well as launching a number of new products including three new Gluten Free shortbread lines and their brand new Tomatin® Single Malt Whisky Fruit Cake.

ISM CrowdsHaving exhibited at this international trade fair in Germany for almost twenty years, Dean’s are looking forward to another busy show meeting many existing customers from throughout the world as well developing new contacts.

Dean’s commercial director Scott Kelman commented on the company’s new look branding ‘’Having carried out extensive consumer research last year, the feedback was that although strongly representing our traditional recipes and family values, our pack designs were not effectively communicating the deliciousness of our products. This is something that the refreshed branding has certainly addressed, with stunning new on-pack photography clearly illustrating Dean’s unique melt in the mouth, hand baked proposition. The pack design overall is cleaner and more contemporary, and reaction so far from the trade as well as consumers has been very encouraging’’.

With global demand for gluten-free products continuing to grow, Dean’s are excited to be unveiling their new range of gluten-free shortbread at ISM. Developed during 2015, the range contains three varieties – all butter, choc chip and choc chip & stem ginger. Maintaining Dean’s melt in the mouth texture, the range will appeal to the growing number of consumers who wish to avoid wheat and gluten, marking Dean’s first product launch into the ‘free from’ sector.

Also, stretching the Dean’s brand into other sectors Dean’s new Tomatin® Single Malt Whisky Fruit Cake will be unveiled at the show. Dean’s have developed their own recipe for a rich, dark traditional fruit cake, with each cake steeped in Tomatin® Legacy Single Malt Scotch Whisky, and presented in a unique whisky cask style tin.


Scott Kelman concluded “ISM is one of our biggest trade events of the year and a calendar highlight for Dean’s. With our refreshed branding in place, and our new products to exhibit, we’re looking forward to a busy and exciting four days’’

If you’re fortunate enough to be in Cologne for ISM, please make sure you visit the stand and say hello to the team, we will be exhibiting on stand K18 in Hall 4.2.


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