Jus Rol is launching a major rebrand and category-building programme as it looks to grow shopper reach, increase purchase frequency and expand usage occasions across chilled pastry and dough.

The UK pastry brand will roll out its new look from June 2026, with updated packaging, in-store activation and digital touchpoints designed to make pastry easier to shop, easier to use and more relevant to modern cooking habits.

The rebrand is supported by a new brand platform, “It’s All Golden”, which celebrates the everyday meals, treats and baking moments that pastry can help create.

Jus Rol said the campaign has been shaped by its latest consumer insight work and will target three key shopper groups, which it identifies as The Home Pro, The Have a Go Hero and the Pop n Pingers.

The brand is also relaunching its website and social media channels to provide more recipe inspiration, guidance and confidence for home cooks, with the aim of attracting new shoppers while encouraging existing customers to use pastry more often.

Jus Rol managing director Tim Clifford said the rebrand was focused on unlocking further growth for retailers.

“Pastry remains one of the most reliable value drivers in chilled and our rebrand is about unlocking even more growth for retailers,” he said.

“Shoppers want simple, great tasting shortcuts that help them to create meals and treats at home without the pressure of perfection. By modernising our brand, improving fixture navigation and inspiring more everyday occasions, we are making pastry easier to shop, easier to use and easier to enjoy.

“This rebrand is an important moment for us to refresh and revitalise the brand. Own label has increasingly mirrored the Jus Rol look, so this is about standing out on shelf again and bringing warmth and inspiration back to the chillers.”

The chilled pastry and dough category has delivered strong value growth over the past year, driven by inflation and new shopper gains. However, Jus Rol said softer frequency and basket size showed the need for clearer merchandising, stronger signposting and more inspiration at fixture.

The brand’s updated category vision will focus on reaching more shoppers, meeting more need states and unlocking additional occasions through product, promotion and NPD.

The 2026 programme includes a full packaging refresh across its core and Ready to Create ranges, new in-store POS and navigational signage, and seasonal activations linked to British Pie Week, Wimbledon, Great British Bake Off and Christmas.

Jus Rol will also focus on cross-merchandising with relevant categories to drive meal solutions, alongside digital and social campaigns aimed at younger households.

The rebrand will be supported by above-the-line advertising, digital content, influencer partnerships and experiential activity, including pop-ups at key food and drink events.

Further NPD and seasonal innovation will be announced later this year.

Sign up here to get the latest grocery and food news each morning