Muffin and flapjack brand, Fabulous Bakin’ Boys, is set to begin a major brand re-launch in what it has called the brand’s "most important year".

The Oxfordshire-based firm has employed PR company, The Academy, which will help the firm to launch a new product range and identity this year. 

The brand also hired a new chief executive, Richard Cooper, last January, and appointed Victoria Willis as marketing controller – both of whom have experience in business turnarounds.

Cooper has previously worked in merger and acquisition roles at Premier Foods, while Willis has a background in turning around companies like New York Bakery, where she helped double the size of the business.

Willis said: “This is the most important year for our brand and we are excited about pioneering a new, rather lovely and honest approach to bakery, which will be present across all aspects of the marketing mix. The Academy has been vital to the strategic and creative changes.”

The Academy will look after an in-house redesign, as well as packaging, in-store presence, advertising, PR and social media.

The new range will launch this year into major supermarkets and independent stores.

The Fabulous Bakin’ Boys was bought by the Daelmans Group in April 2014.