Fine Choice Foods, a producer of Asian-inspired foods throughout North America, has announced a rebrand of its SUMM! line of products as well as the launch of a new customer-focused website.

Originally founded in 1986 by the Lui family, Fine Choice Foods currently sells spring rolls, gyoza dumplings, and apple pie roll all under the SUMM! label.

The evolved positioning and new look and feel are designed to illustrate “the brand’s quality, culture, and heritage”, according to the Canadian company.

“As we continue to grow, our new positioning in the marketplace combined with the updated look and feel of our brand are significant milestones, and it’s important to communicate our success while ensuring the cultural roots of the company are clearly represented,” explains Jason Longden, CEO of Fine Choice Foods.

Adding: “SUMM! in Cantonese means ‘heart’ so the tagline ‘Food with Heart’ deliberately links back to the company’s family-founded heritage while highlighting the care and passion that goes into our day-to-day operations and ongoing focus on growth.”

The new SUMM! branding is said to have been inspired by the art of Chinese paper cutting, which dates back to the 6th century – and which the food brand says represents “Chinese heritage as it relates to food, love, family, good blessings and fortune”.

“The vision of Fine Choice Foods is ‘For everyone to love our food as much as we do’ and our new brand was created to reflect just that,” comments Emily Tang, chief innovation officer of Fine Choice Foods and second generation Lui family member. “Our focus continues to be on providing authentic Asian-inspired cuisine to busy families without having to make it from scratch or ordering out, and we’re excited to be able to share our story and our products with a growing customer base.”

Source: Fine Choice Foods