Yorkshire Baking Co has refreshed its MEGA Loaf Cake range. The new packaging will roll out across the company’s core loaf cake portfolio ahead of Yorkshire Day on 1 August.

Yorkshire Baking Co said the redesign was intended to celebrate its regional heritage while giving the range a more contemporary and distinctive appearance in stores.

The updated packs feature an illustrated Yorkshire landscape, a “Yorkshire’s Finest Cakes” seal and the new brand strapline, “Good Honest Cake”.

The bakery said the new identity would reinforce its focus on traditional baking and quality, while appealing to shoppers across the UK rather than solely relying on its regional credentials.

Yorkshire Parkin receives dedicated redesign

The rebrand has also been extended to the company’s Yorkshire Parkin products, including its MEGA Loaf Cake, cake slices and smaller formats.

The line has been given a distinct identity using heritage-inspired colours and the message “Rooted in Tradition”.

Yorkshire Baking Co said the design was intended to highlight Parkin’s connection to the region and encourage more consumers to try the traditional ginger and oat cake.

The refreshed MEGA Loaf Cake range includes Classic Madeira, Lemon Crunch, Double Choc Chunk, Deliciously Cherry, Juicy Sultana, Jam & Coconut, Sticky Toffee and Yorkshire Parkin.

The company is also planning further new product development as it seeks to broaden the range and attract more shoppers to the brand.

New design supports future launches

Yorkshire Baking Co said the packaging had been developed to deliver greater visibility and impact on shelf.

It will also provide a more flexible design platform for future product launches, seasonal ranges and potential brand collaborations.

The move comes as bakery brands increasingly invest in packaging and clearer brand positioning to stand out within a crowded ambient cake category.

Yorkshire Baking Co sales director Arainn Cleland said: “This is an important milestone for Yorkshire Baking Co as we continue to invest in our much-loved and rapidly growing cake brand.

“Our new identity reflects our heritage, our values and delivers the quality consumers expect from our products, ultimately appealing strongly to all shoppers seeking ‘good honest cake’.”

Cleland added that the business expected the refreshed look to improve engagement with existing customers while helping it reach new shoppers.

“Our MEGA Loaf Cakes are already a firm favourite with shoppers nationwide, and we are confident that our fresh new look will strengthen engagement with existing consumers, attract new shoppers to the brand and create further opportunities for growth with our retail partners.”

The rebrand forms part of Yorkshire Baking Co’s wider plans to expand its presence in grocery and develop the brand beyond its established loaf cake range.

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