The Tripe Marketing Board has agreed to rebrand itself from January 2021. The move, which is designed to position the UK tripe industry at the forefront of meat-based exports after Brexit, follows extensive focus group work with younger age demographics showing that there was low consumer recognition for the TMB identity.
The new name – British Tripe Services – had, by contrast, much wider appeal. Jocelyn Farquhar of branding agency TigerMilkSplash! said that younger people instinctively gravitated towards the name ‘BTS’ and their team were working on ‘bright and adventurous’ logos and graphics that would reposition tripe as a 21st century food choice for youth.
TMB chairman Sir Norman Wrassle said “We have to move with the times. We’ve already started negotiations to purchase @BTS for use on social media and I’m sure it won’t be long before we see the hashtag #BTS trending on Twitter.”
Meanwhile, advance sales of the TMB’s 2021 Diary have already reached double figures, which Sir Norman said boded well for its publication on World Tripe Day on 24 October.