The Yorkshire Baking Co has unveiled its fresh new look ahead of Yorkshire Day this weekend, aiming to both “strengthen its presence and support the exciting next phase of the cake brand’s growth,” it said.
Rolling out across the brand’s ever-popular MEGA Loaf Cake range, the refreshed grocery packaging celebrates Yorkshire Baking Co.‘s heritage while creating a stronger, more contemporary presence on shelf.
The new design features an illustrated landscape, a prominent Yorkshire’s Finest Cakes seal of approval and the new brand strapline, Good Honest Cake, reinforcing the company’s commitment to quality baking which will appeal strongly to shoppers nationwide.
The rebrand has also been extended to one of Yorkshire Baking Co.‘s most loved varieties, Yorkshire Parkin, with a distinctive identity across the MEGA Loaf Cake, cakes slices and smaller formats. Heritage-inspired colours and messaging, including Rooted in Tradition, will “inspire cake lovers to try one of Yorkshire’s finest,” the baker said.
Arainn Cleland, Sales Director at Yorkshire Baking Co, said: “This is an important milestone as we continue to invest in our much-loved and rapidly growing cake brand. Our new identity reflects our heritage, our values and delivers quality consumers expect from our products.
“Our MEGA Loaf Cakes are already a firm favourite with shoppers nationwide, and we are confident that our fresh new look will strengthen engagement with existing consumers, attract new shoppers to the brand and create further opportunities for growth with our retail partners.”
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