Manchester baker G H Sheldon has rebranded its premium heritage range, as well as launching its first square potato cake, featuring the new-look packaging and promotional materials.

The firm worked with brand agency The Market Creative last year to create a new brand identity to run across the packaging of the bakery’s signature offering, the Lancashire Oven Bottom Muffin, as well as its full range of fresh morning goods and hot-plate products.

With new listings secured in major supermarkets following the revamp, G H Sheldon made the decision to refresh the look of its premium line, now identified by an injection of orange in the design.

In May this year, the bakery announced plans to boost sales with the supermarkets and expand into other channels after investing nearly £4m in a second bakery.

>>Manchester firm makes £4m investment