Roberts Bakery Announces Rebrand And Repositioning

Roberts Bakery has announced this week that it has rebranded as Roberts, along with the launch of a “new identity, positioning, and product offering.” Following a brand strategy review, Robert’s hopes to “challenge consumers to think differently about bread and bakery” and encourage them to “try something different from a new, modern lifestyle brand.”

Roberts Bakery has announced this week that it has rebranded as Roberts, along with the launch of a “new identity, positioning, and product offering.” Following a brand strategy review, Robert’s hopes to “challenge consumers to think differently about bread and bakery” and encourage them to “try something different from a new, modern lifestyle brand.” Supported by a tagline of “Embrace the New,” the new 13-strong range mixes traditional flavors and “unexpected firsts” for the category. One of the brand’s main objectives behind the rebrand is to overcome “issues of decline” affecting the wrapped bread category, where unit prices are “driving a long-term decrease in value and commoditization.” Roberts also aims to overcome the category’s poor record on innovation with the introduction of four-pack Gin and Tonic Fun Buns, Fiery Corn Ready-to Rolls, and a Seriously Seeded Bloomer. Three further paper-wrapped Bloomers – Mightily Malted, Wondrous White, and Wholly Whole meal – will also be introduced, as well as a six-pack of Moroccan Corn Ready-to Rolls. The Fun Bun range also includes Marmalade variant and a Sultana and Currant alternative with cinnamon and nutmeg. The brand will retain its core portfolio, including Thick Soft, Mega Thick Soft, Medium Soft White, and Medium Wholemeal loaves, which will appear in a new packaging for the first eight weeks of the launch. To help promote the launch, Roberts will be providing free POS materials to independent stores including shelf strippers, barkers, wobblers, and posters, as well as advice on merchandising the new products to maximize sales. Stuart Spencer-Calnan, managing director at Roberts, said: “Our mission is to put some fun, interest, and value back into the category, and to help shoppers re-engage and embrace the new with them. This will not only drive growth for Roberts, but will benefit the category as a whole.”

Source: Roberts Bakery