Yorkshire Baking Company has unveiled refreshed packaging as it looks to strengthen retail presence of the cake brand.
Just in time for Yorkshire Day on 1 August, the rebranding has been rolled out across its signature Mega Loaf range which has year-round listings for eight core lines at Morrisons, Asda, Tesco, Sainsbury’s, Co-op, and Ocado (rsp: £2.50 each).
The contemporary new look features a new logo, the shape of which had been inspired by its loaf cake. The brand’s name has now been abbreviated to Yorkshire Baking Co., while the O of Yorkshire contains an interpretation of the historic county’s rose emblem.
There is also a stamp declaring ‘Yorkshire’s Finest Cakes’ along with the new brand strapline, ‘Good Honest Cake’, which the company noted reinforces its commitment to quality baking.
The yellow and green colour palette of the logo is said to reflect Yorkshire’s countryside landscape, with rolling green hills (and dales) illustrated on the packaging. Colours have been assigned to the core Mega Loaf varieties to provide a distinctive identity for each – indigo for Classic Madeira, yellow for Lemon Crunch, dark brown for Double Choc Chunk, red for Deliciously Cherry, violet for Juicy Sultana, light blue for Jam & Coconut, and light brown for Sticky Toffee.
The maroon and gold trim for Yorkshire Parkin, meanwhile, was chosen to “pay tribute to the rich heritage” of the traditional cake. “These warm, classic tones reflect the authenticity and enduring appeal of a much-loved regional recipe that continues to be enjoyed across Yorkshire and throughout the UK,” added a company spokesperson. The new branding has also been extended to its Parkin cake slices and other smaller formats.
The company said its new packaging has been developed to provide greater shelf impact while creating a flexible platform for exciting future product development, seasonal launches, and further brand partnerships, following the promotion it ran in collaboration with Emmerdale to mark Yorkshire Day last year.
“This is an important milestone for Yorkshire Baking Co. as we continue to invest in our much-loved and rapidly growing cake brand,” commented Arainn Cleland, sales director at Yorkshire Baking Co.
“Our Mega Loaf Cakes are already a firm favourite with shoppers nationwide, and we are confident that our fresh new look will strengthen engagement with existing consumers, attract new shoppers to the brand and create further opportunities for growth with our retail partners.”
Bradford-based manufacturer Regal Food Products Group first launched the Yorkshire Baking Company brand in 2010. Sales have grown by double digits over the past five years, and it was named as one of the finalists in the Bakery Brand of the Year category at the 2025 Baking Industry Awards.
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