Following the re-brand, focus will be given to the company’s reformulations and its move to natural only ingredients, chief executive Richard Cooper said.
A range of new products from the Fabulous Bakers will also be introduced, including popcorn bars and oaty cereal bars. The new range will be sold alongside the firms existing muffins, minis, cakes and flapjacks, Cooper added.
Hiding
“The UK branded baked goods category is currently confectionery hiding in sheep’s clothing, often pretending to be natural when the products are full of artificial preservatives, stabilisers and inverted glucose syrups,” he criticised.
“In 2015, families deserve more our research shows parents want natural, great-tasting snacks for their families and we think we’ve cracked that tough challenge.”