Yorkshire-based Jacksons Bakery is heralding a new era for the business with the roll-out of revamped Champion loaves.

The range – formerly known as Jackson’s Yorkshire’s Champion Bread – has been given a new look and has been rebranded as Jacksons of Yorkshire.

The revamped packaging is rolling out to retailers now on the brand’s rolls and white, brown, seeded white and super-seeded brown bloomers. Jacksons will also be launching a new website and social channels.

The bakery, which is part of the William Jackson Food Group, said the rebrand was designed to modernise the brand and give the business more potential to develop the range into new areas.

“This rebrand is the beginning of a new exciting era for us with more NPD coming soon,” added marketing manager Deborah Dyson.

“Even though we’ve been making bread in our Hull bakery for more than 100 years, we’re a progressive business, constantly evolving and trying new things.”

Jacksons said examples off this included its super-seeded brown bloomer, and the removal of palm oil from its bread.

“Our move to palm-free was a huge piece of work for our team and it has really paid off,” stated Dyson

Jacksons of Yorkshire bread is available in Waitrose and Ocado nationwide, and regionally in Tesco, Morrisons, Sainsbury’s, the Co-Op, Booths and Nisa.