Manchester bakery sights 27% sales uplift after rebrand

Sheldon's Bakery rebranded products
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Manchester-based firm Sheldon’s Bakery has set its sights on a 27% sales increase over the course of this year, after relaunching the brand.

The refresh saw a new packaging designed for products, which are supplied into over 2,000 stores throughout the north west, in retailers Asda, Tesco, Sainsbury’s, Morrisons and The Co-operative.

A spokesperson said there were some “big growth plans” in place for the bakery, as it aims to increase sales this year.

The bakery rebranded with the help of agency Waggledance, which also changed the name from GH Sheldon to Sheldon’s.

Director of the bakery Lee Sheldon said: “Each pack is colour-coded to differentiate between products, but at the same time the design allows more brand consistency across the range to help people recognise other Sheldon’s products in store and drive more sales across the range.

“The entire repackaged range arrived on-shelf in time for Christmas and we’re already seeing a marked uplift in sales.”

Director Sarah Sheldon added: “It’s more than meets the eye; as well as the packaging and logo changes, our trucks, website and all other elements relating to the business also need to change.

“Every element of the brand that touches our consumers and suppliers has to be brought into line.”

The bakery is managed and run by second-generation baker Graham Sheldon, and is renowned for its Lancashire Oven Bottom Muffin product. 

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