Brighton-based bakery chain Forfars is rebranding its shops as Forfars Fresh, in an effort to highlight its fresh and local credentials.

The company has already revamped 15 of its 20 shops with new signage, menu boards and staff uniforms, while its fleet of six vans has also been rebranded. The remaining outlets will be completed in the next few weeks.

"Speaking to customers, it became clear that they are interested in issues such as food miles and their carbon footprint, but didn’t realise that Forfars was a local business that makes its products fresh every day," said marketing manager Patrick Sanford. "We want to communicate to people that we aren’t part of a large multinational and that we try to source locally whenever we can."

The new oatmeal and burgundy colour scheme is reflected in the staff’s new uniforms, while new menu boards in the shops provide information about how and where products are made.

"There is so much competition on the high street these days that craft bakeries have to change with the times. We cannot afford to stand still," added Sanford.