The new logo, which has been launched in advance of British Sandwich Week (May 12-18), follows a year of celebration in 2012 to mark the 250th Anniversary of the Sandwich.

The Association has also announced plans to increase activity around British Sandwich Week this year with greater presence for the campaign at point-of-sale, consumer competitions and an attempt at a world sandwich making record.   

The British Sandwich Industry Awards, also known as the Sammies, will also be taking place during the Week.

“The new logo has been designed to capture the British heritage of the sandwich and to give it greater impact,” said director Jim Winship.  

“It also marks a move by the Association into consumer marketing which will see greater support for our awards and British Sandwich Week this year.”