Bakersman gets a makeover

Bakers Select range

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The bold new circular logo is a core feature on all packs and focuses on the Bakersman icon and reinforces the staying power of the brand by making reference to 1851, the date Bakers was established.

The revamped packaging groups the products into three tiers, each with their own distinct look and feel. The separate categories demonstrate the versatility of the Bakers range, with a taste to satisfy all occasions. The packaging design is reminiscent of the brand's heritage and legacy and includes stylish, appealing photography to reflect the various products.

Original & Best includes Tennis, Eet-Sum-Mor, Red Label Lemon Creams, Blue Label Marie, Choice Assorted and Topper, and has been designed to reinforce the everyday trusted quality and good value of the biscuits.

The Select range is aimed at those special treat moments during the day for the family and friends, and includes Romany Creams, Choc Kits, Boudoir, Gossips, Nuttikrust, Royal Creams, Strawberry Whirls and Bettasnack. The new Kids range is designed in bright and funky colours and fonts and includes Jolly Jammers, Jambos, Choc-O-Break and new Strawberry Milkshake Finger Biscuits.

The third tier introduces the new ‘Baked with Love' premium range of indulgent biscuits for a decadent treat. These include three flavours of bite-sized buttons and three mouth-watering chocolate coated shortbread variants.

“The Bakers packaging was redesigned to elevate our strong masterbrand identity and to create huge on-shelf impact. The new packaging and range consolidation connects all the Bakers products signalling them as coming from an established and trusted brand. This makes it easier for the consumer to identify original Bakers products, reducing the opportunities for copycats,” says Sarah Band, Bakers brand manager.

Across all products, the new packaging displays the Halaal and Kosher certification, the Bakersman quality pledge, the Bakers Mini Cricket logo to emphasise the Bakers 25 year sponsorship programme, as well as a new trans fat free label signifying the company's commitment to providing healthier snacks.

The relaunch will be supported by a new television advert and point-of-sale material in the biscuit aisle.

The new Bakers look can be seen on shelf from July 2008.