Booths, recognized as Britain's oldest family-owned supermarket since its establishment in 1847, has announced a significant rebranding initiative aimed at expanding its market reach. The new brand identity, dubbed 'The Family Grocers', features a refreshed visual style with a richer 'Booths Blue' and a more prominent lion logo, designed to emphasize the brand's heritage and commitment to quality. This evolution, described as a strategic enhancement rather than a complete overhaul, will be implemented across all stores, packaging, and digital platforms by 2026. Emma Booth, the chief brand officer and a sixth-generation family member, stated that this change allows Booths to connect with a broader customer base while staying true to its roots. The supermarket plans to position itself as 'the irresistible food and drink specialist' by expanding the distribution of its award-winning own-brand products, including ready meals, butchery, and craft beverages. With a focus on high-quality, locally sourced produce, Booths aims to strengthen its ties with customers and communities, particularly in its traditional regions of Lancashire, Yorkshire, Cumbria, and Cheshire. This announcement follows a period of strong trading performance, including record holiday sales in 2025, and comes after a leadership refresh earlier in the year.