Aberdeenshire shortbread and biscuit producer Dean’s is seeking to increase its turnover by £3m to £10m by 2012, following a re-launch of its core biscuit range this spring.

The firm, based in Huntly, is hoping to grow its customer base both within the UK and internationally, and has a number of product launches planned for 2010. Although the packaging will remain the same, the firm has made significant investment in a new above-the-line campaign to help increase awareness of the brand range, including advertising and a phased website launch, starting in April.

The investment was prompted following UK-wide research by Dean’s to uncover trade and consumers’ perceptions of its brand. MD Bill Dean said 71% of interviewees recognised the logo and its synonymy with shortbread. "But people were not aware that we do other products," said Dean. "If we’re to be successful with these launches, we need to work on our brand identity."

The firm will keep the original strapline History in the Baking but will do more promotion of its non-shortbread ranges, such as oat biscuits and oat cakes.