UK-based food group Premier Foods plc has axed the traditional Oxo cube shape in favour of an ‘X’-shaped product.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


The change is part of a GBP2m (US$3.4m) ‘Oxo Factor’ marketing campaign and relaunch for the Oxo brand.


UK families are being invited to make their own advert showing how they use Oxo to cook with, with the chance to win a GBP10,000 prize. The campaign will be supported by a national press and PR campaign running from mid August.


Premier will air the five best films on TV from mid-October through to December, during which time, consumers can vote for their favourite ad. The Oxo Factor ad will then be aired during the X Factor final.


Premier will also be revamping its packaging design alongside the new ‘X’ shaped cube.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Oxo cubes are available in chicken, beef, lamb, and vegetable flavours with an RRP of GBP0.98 for a pack size of 12 cubes.

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now