Polar Helps Propel “DishUp” onto Tesco Shelves with Bold Branding Strategy

Polar is delighted to announce the successful launch of a creative branding project for DishUp, the innovative new fresh produce meal kit that has just debuted in Tesco’s newest concept
stores across the UK!

DishUp is shaking up the meal kit market with its unique positioning — offering a fresh alternative that sits perfectly between home delivery services like Gousto and classic in-store choices like Old El Paso. But DishUp is more than just a meal kit; it’s about building a community of people who love cooking and sharing flavors from around the world. Customers are invited to submit their own recipes, with the chance to see their culinary creations featured on supermarket shelves!

From the outset, Polar partnered with DishUp at every stage of their journey. Guiding them in choosing the perfect name and crafted a brand identity that captures the essence of DishUp — a playful, retro-inspired vibe that balances the freshness of direct-to-consumer brands with the comfort of in-store favorites. Our involvement spanned from recipe development and content
production to designing eye-catching packaging and supporting DishUp through their pitch process to Tesco.

“The team at Polar has the ability to listen, understand, and buy into our ideas and what we wanted,” shared George, co-founder of DishUp. “They took that away and created something new and unexpected.”

DishUp’s new brand is all about inspiring a love of cooking and community. Through our collaboration, they are set to make an impact in Tesco’s newest concept stores, inviting customers to discover new recipes and get involved in their unique food journey.

“We are incredibly proud of what we’ve achieved with DishUp,” said Lee Sturgess, Creative Director at Polar. “Helping them build a brand that not only stands out on shelves but also connects with people personally has been an exciting journey. We love the idea of creating a community where customers’ own recipes can come to life.”

DishUp is now available in Tesco’s newest concept stores across the UK, ready to bring fresh, exciting meals to kitchens everywhere.