Premium sweet treat specialist Lottie Shaw’s has rolled out a brand refresh as it looks to continue growing following its acquisition by Jacksons of Yorkshire a year ago.
Lottie Shaw’s operates as a standalone business out of its purpose-built bakery in Brighouse, West Yorkshire, where it produces a range of cakes, biscuits, shortbread and more for sale via its website and through wholesale. It said its latest marketing move aims to reflect the brand’s quality and Yorkshire heritage, whilst adding consistency upon which to further develop the product portfolio.
This includes updating the Lottie Shaw’s logo with a refreshed typeface and gold colourway, plus the addition of an ‘of Yorkshire’ to the ‘est. 1912’ tag line. New colourways have been introduced in borders and flashes on packaging too, to define and signpost each flavour variant.
The company said that research underpinning the brand refresh had revealed that Lottie Shaw’s Yorkshire heritage is a marker of quality and provenance, and that this had played an integral part in the update.
“Lottie Shaw’s is a much-loved brand, particularly within Yorkshire, and it has ambitious growth plans to become a nationally recognised craft bakery, proud of its Yorkshire roots,” commented Helena Wright, marketing and NPD director at Jacksons Bakery. “The brand refresh is the next stage of that journey.”
Wright also noted that the use of colourways to signpost different variants “helps our consumers to navigate the range with ease and gives us a solid base on which to develop our range further”.
One of the newly launched products to feature the Lottie Shaw’s rebrand is its first ever Easter Egg (rsp: £19.95). Made with rich, Belgian milk chocolate, it comprises the brand’s signature Yorkshire parkin biscuits crumbled within the chocolate, while a splash of natural ginger oil ensures a warming bite of ginger throughout.
The Yorkshire Parkin was recently named a gold winner at the Farm Shop & Deli Product Awards 2025.
“Lottie Shaw’s Yorkshire Parkin remains firmly at the heart of the range,” said Wright. “It’s a family recipe, passed down through generations and features in our signature Yorkshire parkin biscuits, chocolate buttons and now, even an Easter egg. We’re proud to be keeping these traditional family recipes alive.”
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