Booths, Britain’s oldest family-owned supermarket, which has traded since 1847, has announced a major evolution of its brand identity and a strategic push to expand beyond its traditional store estate. The upmarket Northern grocer, founded in Blackpool by Edwin Henry Booth, has introduced the new identity line “The Family Grocers” as part of a refreshed visual identity.

This includes a richer “Booths Blue” colour and greater prominence for its iconic lion logo, intended to reinforce the brand’s heritage, trust, and quality. The changes, described as an evolution rather than a complete overhaul, will be rolled out across stores, packaging, and digital platforms throughout 2026. They were developed with brand consultancy The Strategy Shop and design partner Smith.

Emma Booth, chief brand officer and sixth-generation family member, said the move would allow the company to reach more customers while remaining true to its roots.

She explained: “We see a significant opportunity to take what makes Booths special and share it with more customers beyond our store estate. This evolution gives us a clearer and more confident platform to grow the brand into new channels and markets, particularly through our Booths brand ranges, while staying true to the quality and provenance that have defined Booths since 1847.”

Booths aims to position itself as “the irresistible food and drink specialist” in the UK. The strategy focuses on expanding distribution of its award-winning own-brand products, including ready meals, butchery, tea, coffee, wine, and craft beers, through new channels and potential partnerships.

The rebrand emphasises Booths’ connections to customers, colleagues, producers, and food-loving communities, particularly in its heartland of Lancashire, Yorkshire, Cumbria, and Cheshire.

The retailer operates a relatively compact estate of premium stores and has built a reputation as the “Waitrose of the North”.

The announcement follows strong trading, including record Christmas sales in 2025, and comes after a leadership refresh earlier this year in which Emma Booth was promoted to her current role.

Booths has traded continuously as a family business for nearly 180 years, maintaining a focus on high-quality, locally sourced produce and personal service that distinguishes it from larger national chains.