Roberts Bakery unveiled its new brand, with a video emphasizing the community and a fresh take on bread, which is positioned as a good-for-you, convenient and sustainable product. The rebranding follows a GBP 18 million investment the bakery secured last year and will launch in February across its core products and its delivery trucks.

To reflect these product qualities, Roberts Bakery message highlights new and old seed inclusions, bread on the go and their efforts to reduce plastic. The company launched its bread bags with 53% less plastic in 2019, a move it calls “doing something drastic about plastic”.

Featuring the “Raised in Chesire” strapline that celebrates its roots, the bakery’s new logo highlights its cooling towers. With a team of 750 people, Roberts Bakery sells over two million products weekly, to supermarkets, grocery and wholesale stores.

The bakery also welcomed a new managing director, Bill Thurston. “It is a celebration of all that Roberts has done very well for over 130 years, baking great products to meet the needs of real people, and will be the foundation for recovery after a challenging few years. It sets out a clear offer to those who know us and those who don’t  – from Northwich to the nation,” Insider Media quotes Thurston on the rebranding.

Photo: Roberts Bakery promotion video