Black Sheep Bread has unveiled a major rebrand designed to increase visibility and boost growth in the UK bread bloomer category.

According to the business, over the past ten decades the brand’s sales have increased to approximately £10m, based on figures from Numerator.

This rebrand aims to showcase the company’s commitment to innovation while also creating a stronger and more distinctive visual identity for consumers.

The new packaging aims to make shopping easier with a new design featuring clearer variant differentiation and 360-degree visibility.

Dan LeNeveu, head of commercial at David Woods Baking said: “We are incredibly excited to see the revitalised Black Sheep Craft Bakery brand hitting shelves, marking an exciting new chapter in the brand’s journey.

“The rebrand reflects our commitment to quality, craftsmanship and innovation, whilst creating a stronger and more distinctive identity for consumers.

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“This relaunch is just the beginning of our ambitions for Black Sheep Craft Bakery. We see significant opportunities to build on the brand’s foundations, extending the range into new and exciting bakery categories that deliver exceptional quality, great taste and genuine differentiation.”

For consumers searching for health credentials, each variant shows clear callouts highlighting the protein and fibre content.

The brand’s lineup includes White Tiger, Seeded, Malted and White, which are listed at Waitrose supermarkets nationwide.

Justin Thomas, insight manager, at David Woods Baking, added: “Bloomers have a key role to play in the bread category, giving shoppers access to an affordable, quality product, especially as many UK households continue to feel financial pressure.

“Our Black Sheep will be “Talking About Tasty” bloomer bread, handcrafted and baked to make every sandwich, toastie and slice worth talking about.”