Fabulous Bakin’ Boys, the muffin and flapjack producer owned by Daelmans Group, has rebranded to The Fabulous Bakers ahead of a major marketing push this summer.
The Witney, Oxfordshire-based company is reformulating its product range, using natural ingredients including the exclusion of any artificial colours, flavours or preservatives.
New popcorn bars and oat-based cereal bars have been added to the company’s line-up and will be available from mid-April and includes popcorn bars in apricot and almond with white chocolate; and raspberry and white chocolate, while the three flapjack varieties include a strawberry and bluberry version.
The advertising and PR campaign will launch this summer as the brand aims to raise awareness and achieve growth through a focus on its natural ingredients.
Richard Cooper, chief executive, said: “The UK branded baked goods category is currently confectionery hiding in sheep’s clothing, often pretending to be natural when the products are full of artificial preservatives, stabilisers, inverted glucose syrups and unnecessary e-numbers. In 2015, families deserve more.
“The Fabulous Bakers’ small team has worked incredibly hard to change everything about our offering, and is pioneering a different, more back-to-basics way of making great baked goods. The team is really excited to be the first mainstream branded bakery to use only natural, honest kitchen-cupboard ingredients with no artificial nonsense.
"Our research shows that parents and guardians want natural, great-tasting snacks for their families and we think we’ve cracked that particularly tough challenge, to produce a range of honest, truly fabulously-tasting cakes, muffins, flapjacks and bars.”