Mrs Elswood Haimisha Cucumbers Pickle 670 g

Product Information

By 1972 the Marela brand had disappeared. Ex-employees, Sam Goldman, Joe Rubin, and Dennis Mendel, saw an opportunity and started a new company which Donna Nathan, Joe’s daughter told me they called Elswood because Joe and Dennis came from Elstree, and Sam from St Johns Wood (not Borehamwood, by the way). Joe had the bright idea of creating a person for customers to identify with. They had a photoshoot, a pretty girl came from an agency and Mrs Elswood was born. The newly digitised Mrs Elswood has bright red lowlights giving her a bit of a glow and helping her stand out prominently on the dark green wallpaper on the jar. The first Mrs. Elswood was a model from an agency — a dark-haired woman in her early 20s who, frankly, looked like she crushed a lot of hearts in her Israel tour days. There isn’t not a touch of soft porn about the photo. This Mrs. Elswood was brief; the model sadly died young, and her family asked the owners to change the picture, as it was upsetting to see her smiling out from the supermarket shelves. But a couple of weeks ago, The Jewish Chronicle broke the big news. Mrs. Elswood was getting a rebrand. And they had evidence: Pictures of a new Mrs Elswood jar — with a new Mrs. Elswood. Food marketing experts Brilliant Agency devised the latest incarnation. Its creative director, Laurra Davis, told the JC: “She has been through several iterations.

If you would like to get access to our amazing produce, alongside featured ranges, price quotes and all the latest from our monthly newsletter, sign up for an account on the Smylies shop today. As for the jar lid going from green to red, Mrs Davis said: “That works with the gherkins and really makes them pop. As one of Empire Foods unparalleled selection of brands, the Mrs Elswood brand is produced by people who have over 50 years combined expertise in the speciality food sector, all of which have a passion and knowledge of the UK grocery market. There’s no shortage of oys in the world but Jewish News takes every opportunity to celebrate the joys too, through projects like Night of Heroes, 40 Under 40 and other compelling countdowns that make the community kvell with pride. The vibrant red lid was introduced to give the jars real shelf stand-out and to pay homage to the red ribbon [that the brand name sits on] that has become synonymous with the Mrs Elswood logo.”In an age when news is readily accessible, Jewish News provides high-quality content free online and offline, removing any financial barriers to connecting people. Mrs Elswood was founded in London in 1947 and has won the hearts of British consumers up and down the country ever since. With Smylies, you can shop all the latest produce from Mrs Elswood, including their famous flavours; whole sweet, sweet ‘n’ sour, hot dill, dill spear and sweet cucumber spears. Our challenge was to retain this lovely position of being close to communities and yet modernising it.” Smylies export leading British food and drink brands globally, across the grocery, chilled, frozen and non-food categories.

Last year, Empire Bespoke Foods, which owns Mrs Elswood, took the decision to give its homely ambassador a new look.As happens to many family businesses, it was sold off, and after going through a few owners, by 1986 the brand had disappeared, the factory became a shell and was later demolished to make way for housing. The aim of the brand refresh is to appeal to younger consumers who have recently discovered the joy of gherkins, without alienating its core audience. The designers didn’t want Mrs Elswood to lose any of her charm. Mrs Davis explained: “The most important thing was Mrs Elswood herself keeping her warmth, and her motherly qualities whilst bringing her up to date with a slightly more youthful face and hairstyle.”