Ginsters has redesigned its product packaging in a bid to attract new customers to the brand.

The bakery manufacturer, based in Callington, Cornwall, said the new design features a more natural look and feel, including a reduction of solid black on-pack, which has been replaced with photography of its products.

The packaging also includes icons highlighting Ginsters’ British sourcing message, while the back of packs has a more scrapbook feel to clearly identify nutritional content, heating instructions and company contact details, the firm said.

Andy Valentine, head of brand marketing for Ginsters, said: “Ginsters is a trusted and much-loved British brand and the redesign will help keep us ahead of the game, giving us a platform to really push the brand during 2013 and beyond. We feel the new look really dials up our ‘Taste & Satisfaction’ cues and will be a genuine step-change in the way we present ourselves to our customers and consumers alike.”

He added that the redesign was one of the first moves in the development of the brand, in a bid to drive growth by attracting new customers, involving retailers with new point-of-sale material, and a new trade website.