The Fabulous Bakers has spoken of ambitions to grow into Europe in the near future.
After spending just short of £1m on its latest marketing campaign, the family company said it would be concentrating on getting it right in this country, and then expanding out.
The bakery was bought out of administration by Dutch-owned The Daelmans Group in April last year, and is now on a mission to turn the brand around. The brand can currently be found in retailers across the UK, including the major multiples.
Alongside the new campaign, the brand has already seen 1,200 of its gift box muffins bought around the UK. The company launched Muffin Mail last month, where consumers can handpick muffins and send them as a gift, and is already looking to introduce a similar idea around flapjacks called Jack in a Box.
Victoria Willis, marketing controller at the brand, said: “At the moment 15% of British households are buying into The Fabulous Bakers, but by this time next year I would like to take that up to 20%.
“We are looking at interesting flavours in growth and talking to consumers about the product. People don’t necessarily put cake on their shopping lists, so it’s about catching their attention with something exciting and interesting.”
The bakery has relaunched with a range of 100% natural ingredients in its products, and now uses things like chicory root extract as a binder for flapjacks. It is also looking at expanding its range with NPD.