Booths has unveiled a refreshed brand identity and strategy as it aims to take its food and drink offer to more customers beyond its store estate.

The company, which was founded in 1847 and describes itself as the ‘UK’s oldest grocer’, said the evolution was designed to better express its heritage, quality credentials and Northern roots.

The refreshed identity introduces a richer Booths Blue, alongside a more prominent use of the retailer’s lion emblem to reinforce the trust, heritage and quality associated with the brand.

Booths has also introduced a new identity line, “The Family Grocers”, reflecting its links with customers, colleagues and regional producers.

Booths chief brand officer and sixth-generation family member Emma Booth said: “We see a significant opportunity to take what makes Booths special and share it with more customers beyond our store estate.

“This evolution gives us a clearer and more confident platform to grow the brand into new channels and markets, particularly through our Booths brand ranges, while staying true to the quality and provenance that have defined Booths since 1847.”

She added: “Booths has always been about more than just food and drink, it’s about people, producers and the communities we’re part of.

“This evolution is about expressing more clearly the warmth, care and character that have always sat at the heart of Booths, while finding new ways to share that feeling with more people.”

Booths, which operates stores across Lancashire, Yorkshire, Cumbria and Cheshire, is best known for its regional supplier relationships, premium fresh food offer, wine range and hospitality proposition.

As part of its growth plans, Booths is exploring opportunities to expand distribution of its own-brand ranges, including ready meals, butchery, tea and coffee, wine and craft beers, beyond its physical stores.

The refreshed identity will roll out across stores, packaging and digital platforms throughout 2026.

The brand evolution was developed with brand leadership consultancy The Strategy Shop and design partner Smith, which worked with Booths on its positioning, brand architecture, identity and range design.

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