Independent Cheshire baker Frank Roberts & Sons hopes new bread packaging will help raise its profile in more parts of the country.

The new design – across its 21-strong loaf range – reflects the company’s heritage and aims to build on its brand identity using a new strapline, ‘Baked with a pride you can taste’. It also wants to strengthen the brand beyond its current operating areas of Cheshire, Staffordshire, The Midlands and North Wales, as well as some parts of Lancashire and Yorkshire.

Roberts Bakery’s iconic large windows in Northwich allow passers-by to watch the bread going round in the towers as it cools; the new packaging design incorporates both an image of the cooling tower windows and a clear window area in the pack.

Marketing manager Carolyn Chadwick said: “This is an extremely exciting time for the company and we are delighted to unveil our new packaging, which demonstrates our commitment to drive the business and our brand forward, while still respecting the values on which Roberts Bakery has been built.”

The company acquired the central bakery of Chester craft chain P & A Davies last October after the business went into administration.

>>Roberts snaps up central bakery of P & A Davies