ROBERTS BAKERY EMBRACES THE NEW WITH DELICIOUSLY unexpected rebrand and repositioning

This week Roberts Bakery rebrands as Roberts with the launch of a radically new identity, positioning and product offering.

 Roberts Logo

The result of an extensive brand strategy review, this seismic shift from the Cheshire-based firm, is set to challenge consumers and customers to think differently about bread and bakery, inviting people to try something different from a new, modern lifestyle brand.

 Seriously Seeded Bloomer V2

Underpinned by the brand tagline of ‘Embrace the New’, the Roberts’ new 13-strong NPD range is a mix of traditional favourites and deliciously unexpected firsts for the category and will be available to order from now.

 Roberts new bird mascot

One of the main objectives behind the rebrand is to overcome issues of decline affecting the wrapped bread category, where unit price cuts are driving a long term decrease in value and commoditisation.


Roberts also aims to overcome the category’s poor record on innovation with the introduction of 4-pack Gin and Tonic Fun Buns, Fiery Corn Ready-to Rolls, with hot chilli flakes, and a Seriously Seeded Bloomer.

 Gin & Tonic Fun Buns x4 3D

Three further paper-wrapped Bloomers – Mightily Malted, Wondrous White and Wholly Wholemeal – will also be introduced, as well as a six-pack of Moroccan Corn Ready-to Rolls using cardamom, cumin and turmeric.


The four-pack Fun Bun range also includes a zesty Marmalade variant and a fruity Sultana and

Currant alternative with cinnamon and nutmeg.

 Roberts Medium Sliced White V2 - transition pack

Remaining loyal to its much valued traditional consumer, the brand will retain its core portfolio including Thick Soft, Mega Thick Soft, Medium Soft White and Medium Wholemeal, which will appear in transitional packaging for the first eight weeks from launch.


To help promote the launch and guide shoppers Roberts will be providing free point of sale materials to independent customers – shelf strippers, barkers, wobblers and posters – and advice on merchandising the new products to maximise sales.


Stuart Spencer-Calnan, Managing Director at Roberts, said: “This is a massive step change in philosophy, market proposition and commitment to NPD from Roberts. It is backed up with a 130-year old reputation for quality baking and a quirky approach to problem solving which has served four generations of Roberts very well. “While we will be respecting the past and all that has gone before, this is about the future, challenging the category and its complacency and doing more to inspire modern day consumers.”

 “Our mission is to put some fun, interest and value back into the category, to help shoppers re-engage and embrace the new with us. This will not only drive growth for Roberts, but will benefit the category as a whole.”Fiery Ready-to rolls x6 3D


The initial rebrand period will be supported by a high impact £1m multi-channel marketing push that will communicate the step change to existing customers and consumers and explore compelling digital routes to new shoppers.


To order contact Roberts on or call the customer sales team on 01606 818030.




Author: kimbarnard

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