Welsh bakery Brace’s is to drop its ‘Brace’s...Bread for all Seasons’ slogan and launch the tag line ‘Where Premium Quality is the Standard’, as part of a tranche of marketing activity.

Marketing director Scott Richardson said the Brace’s brand needs to “move with the market”. He commented: “Premium quality is always something our customers have associated with Brace’s, so it is a natural progression for us to include it in our new strapline for 2006.”

Brace’s vehicles and marke-ting material will be amended with the new strapline. And the last advertisement using the ‘Bread for all Seasons’ slogan, which launched in March 2003, will be shown on ITV this month, featuring Welsh cakes.

Mr Richardson said: “The ‘Bread for All Seasons’ strap-line was a very successful marketing vehicle for Brace’s. It proved to be a great sales tool. Although it has served us well, we are aware that our brand needs to continue to move with the market and be very much consumer-driven.”

Brace’s is also launching new packaging on its brown loaves, with different colours on wholemeal, brown and malted grain loaves, depicting fields of wheat. This design

has been chosen to emphasise the “natural goodness of Brace’s brown range”, Mr Richardson said.

Brace’s white bread packaging is also scheduled to change in early Spring. Meanwhile, Brace’s will start supplying eight Somer-field stores in the Isle of Wight this month, as well as stores across Bristol, Portsmouth and Southampton.

Mr Richardson said: “We are delighted to be supplying Brace’s products to the Isle of Wight for the first time. We are keen to expand our geographic reach into the south of England.”