Creating the Global Warmies® Brand

Intelex Group, the UK based inventors and manufacturers of heatable products and the original creator of the award winning Hot Pak® announced in December 2014 their intention to embark upon a major rebranding project across their portfolio of microwavable products and soft toys in order to create one unified global brand.

The rebranding project coincided with Intelex Group celebrating a successful 20 years in business, during which time they have firmly established themselves as world-wide market leaders in the increasingly popular ‘Warming’ category for giftware buyers.

The Intelex Group have invested in diversifying and expanding their portfolio of microwavable products enormously over the past 20 years, to the extent there now exists 15 core ranges which will continue to be extended and grown in line with consumer demand.  The global rebrand to Warmies® has seen the entire product portfolio come under the one name which has created a cohesive and memorable global brand for end users.

The company has selected the name Warmies® which will become the overall brand name and will unify their full range of personal warming products and plush toys; a name to better reflect and convey the product’s functional nature as contemporary and fun alternatives to hot water bottles.

The rebranding project continues to roll out during 2015 and will see the business adopt the new branding across its entire range and marketing collateral. The tagline ‘Warming the Nation Since 1995’ will remain and the business will debut a new customer facing website along with a transactional website for trade customers.

“This rebrand heralds an exciting new chapter for the Intelex Group,” says Philip who is the original founder of the business and also an expert committee member on the panel that introduced the British Standards Institute safety standard for personal warmers. “Our innovation agenda has helped create double digit annual growth across the microwavable product sector and certainly captured the attention of a wide range of retailers who are now dedicating more shelf space to heatable products to cater for demand.”

The Intelex Groups’ journey started in London in 1995 with the ambition to commercialise a new and innovative way to relieve everyday aches and pains.  The revolutionary Hot Pak® was the first ever fully microwavable herbal heat pack to be sold in Europe and its success continues to this day.  The business currently supplies over 8,000 UK retailers and has over 44 active distributorships around the world.  With their impeccable safety credentials, Intelex Group have set the safety standards with their experience and expertise in this highly specialised industry that they themselves created.