Being just a touch biased, we love our new look and slogan. We loved the old look too of course but since we started up in business in 1989, people's attitude to food has changed.  More affordable airfares, ethnic restaurants on every high street and whole television channels dedicated to all kinds of foods have created a desire to cook spicier, more flavoursome dishes at home: so much so that so-called 'ethnic food' is now more popular than 'traditional British'.

So we wanted our brand identity to appeal to the positive expectations people now have towards ethnic foods and spicier flavours, and to better reflect the Discovery personality. 

The new design now gives our authentic-looking packaging that popular, cleaner, fresher feel that people have towards ethnic foods.  And our new 'More Adventurous Tastes' slogan gives a better indication of what people can expect from the intense flavours of our products, while embracing the influence that other cuisines, not just the Americas, have on our product development and recipes. For example, our new 'Jamaican Jerk and Mellow Mango Wrap Kit' has been developed in response to growing interest in Caribbean foods.

However one thing that will never change is the taste, quality and provenance of our products and recipes. Those remain forever rooted in the Discovery ethos.