Warburtons has unveiled a packaging rebrand across its full portfolio to mark the milestone of its 150th anniversary.

The rebrand was created in partnership with Taxi Studio, which was made to modernise the look, increase sales and boost brand recognition.

Additionally, the new design refresh aims to unite the brand’s wide portfolio under a cohesive visual identity to create shelf visibility at retailers.

Jonathan Warburton, chairman of Warburtons, said: “As we celebrate 150 years of baking excellence, this bold new packaging marks a pivotal moment for Warburtons. It’s a powerful visual statement that reinforces our position as Britain’s favourite family bakery.

“For our retail partners, this means unrivalled presence on the shelf, streamlined navigation for shoppers, and a powerful system built to drive accelerated and sustained category growth.

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“We’re incredibly excited for consumers to see this new look, which embodies the warmth, quality, and consistency Warburtons is known for and sets us up for another 150 years of success.”

As part of the new look, the brand continued to use its standard ‘baked orange’ colour, which was made popular by out-of-home advertising and the delivery fleet.

Additionally, there is a marketing campaign featuring versatile food imagery designed to appeal to customers for dining occasions.

The brand also redesigned its signature wordmark and now features Jonathan Warburton’s signature on the packaging to showcase the bakery’s heritage.

The refreshed packaging is set to rollout across the entire portfolio including crumpets and gluten-free loaves and rolls from March 2026 onwards.