The Fabulous Bakin’ Boys is making a “major brand investment” that will see new product lines from March 2015 amid a move away from its nut-free manufacturing status.
The company, acquired in April by Dutch pastries and cake producer Daelmans Group, cited lack of brand investment and product innovation as a contributing factor for its “lack of performance” in the grocery market recently.
New products next year will be geared towards answering consumer demand for on-the-go snacking. The company’s Witney factory has so far been nut-free, but the brand overhaul will see the introduction of nuts and seeds into the site as it focuses on healthier options.
Richard Cooper, Daelmans Group, said: “Bakery manufacturers must have innovation at the heart of their business in order to grow and keep ahead of the competition. Daelmans Group has made a long-term investment in Fabulous Bakin’ Boys and part of that growth strategy is to invest in new products.
"After years of consumers asking for nutty variants, we plan to start manufacturing a nutty treat or two next year. We haven’t taken the decision lightly to change our factory’s guaranteed nut-free status, but hope that our fans will understand the need for change. This move is essential for the future development of the business too.
“Packaging on all products will highlight the change from nut-free status from November, with the Fabulous Bakin’ Boys working closely with the Anaphylaxis Campaign to inform those with nut allergies that we plan on changing in the new year.”