DariKay, the fresh soup brand sold in supermarkets, is changing its brand name to Dari’s and refreshing its graphics, adopting a new logo and colours – and a new tagline “Feel at Home”.
The move celebrates the people behind the soups – Dari and Yehiel Kaplan and family – who created and have run the business in Australia since 2004, initially making dips before turning to soups three years later.
“Our rebrand to Dari’s is a big change but a very exciting one,” said Dari Kaplan, co-founder of DariKay. “We felt that Dari’s better connects us to our consumers, it lets people know that a real family is making these soups, to our recipes, just like we do at home.”
Along with the rebrand is the launch of Dari’s new website, inspired by the business journey of Dari and Yehiel. It includes photographs from the Kaplan family’s albums to share with customers about their stories.
“People can now get a glimpse into our family and how we started all those years ago, with our children as our taste testers, and our little kitchen blender,” explained Dari.
The flavours of the soups will remain the same, with the range featuring 13 fresh soups including vegetarian, poultry, meat and seafood varieties.
The rebranded soup range is available in Woolworths from this month, followed by Coles and private supermarkets in November.