Black Sheep has unveiled a brand-new look for its four-strong range of sliced bloomers.
The bread brand – owned and produced by Leeds-headquartered manufacturer David Wood Baking – said the packaging refresh is aimed at reigniting growth in the bloomer category.
Bold and vibrant colours have been used in the new design to offer a clearer variant differentiation and 360° visibility, it noted, creating standout on shelf and attracting more purchases.
Colourways include yellow for the White Tiger, green for White, purple for Seeded, and red for Malted varieties. Each loaf is available in 800g packs, with White Tiger also coming in 400g.
With the breads being sources of fibre and protein, clear callouts have also been added to packaging.
Sales of Black Sheep bloomers have grown to around £10m [Numerator data, 52 w/e 25 January 2026] via retailers including Sainsbury’s, Waitrose, Ocado and Spar (Snappy Shopper service).
“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,” commented Justin Thomas, insight manager at David Wood Baking.
“But our Black Sheep has been a bit shy, so we thought it was time to let him speak his mind! Our Black Sheep will be “Talking About Tasty” bloomer bread, handcrafted and baked to make every sandwich, toastie and slice worth talking about.”
David Wood Baking head of commercial Dan LeNeveu called the move an “exciting new chapter in the brand’s journey” that helps create a strong and more distinctive identity for consumers.
He also revealed that they see significant opportunities to build on the brand’s foundations, including extending the range into new bakery categories. “We look forward to bringing these innovations to market and establishing Black Sheep Craft Bakery as a recognised and trusted name in premium bakery,” added LeNeveu.
David Wood Baking is set for a rebranding itself following its acquisition last month by Barings, the bank that had lent it money following a major fire at its Dudley site in 2023.
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