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15 & 16 JUNE 2021


Pret A Manger appoints Headland for corporate communications and public affairs

The chain is also trialling a new label system.

Pret A Manger has hired Headland and Tovera Consulting to provide senior communications counsel and advice, corporate PR, public affairs and press office support for the sandwich chain.

The public relations firm will also work closely with Tovera Consulting, who was appointed by Pret to handle a programme of stakeholder research and insights.

“Allergens have become increasingly prominent as a growing public health issue and Pret has very much been in the spotlight. Headland and Tovera will help drive forward our commitment to be at the forefront of change in the industry and to put customers in the best possible position to make informed food and drink choices,” Barnaby Dawe, chief customer officer at Pret, said.

“Tovera will support us with strategic insight and Headland has the right combination of experience and expertise to help us build trust with all our stakeholders.”

Meanwhile, Pret A Manger is trialling a new labelling system that will have the full list of ingredients disclosed on the food packaging.

“We will refine the labels, make sure they go onto a sensible place on the packs, and take a good look at technology solutions as well. That’s why we are testing different approaches before we roll out new labels nationwide,” Pret A Manger CEO Clive Schlee said.

The trial is taking place in its store in Victoria, but Schlee admitted that its pacing is slow.

“Speed is of the essence, but so is developing a process that is safe to use. Running pilots now will make the national launch much quicker and easier. We’ll be sharing the learnings with the government and wider industry.”

The chain has been implementing new labelling systems and allergen warnings since the death of Natasha Ednan-Laperouse due to an allergic reaction after eating one of their sandwiches.

*Article and images courtesy of our partner, QSR Media.