English Provender Company is investing £1.5m in creating a new brand for its ingredients range. The stand alone brand will be called Very Lazy, the name currently used as a label descriptor of English Provender’s ingredients products. The new Very Lazy brand, currently comprising chopped and paste variants of jar garlic, chilli and ginger, will be backed by record through-the-line investment, which will land in the New Year.

The company is committing £1.5m over three years to convey the new Very Lazy proposition to customers and consumers. Bold new pack designs are being backed by an ambitious creative built around “the world’s fastest human chopper”, Lazlo Vaslavsky. TV and cinema advertising kicks off in the first week of January, along with a 48-sheet outdoor poster campaign.