Wrights has unveiled a prototype flagship store and retail brand in Stoke-on-Trent, which the firm hopes will broaden its appeal to consumers.

The design, created by Dollar Rae, comes complete with a new corporate identity and colours alongside its ‘Freshly baked and ready to go’ sales message.

The new outlet, which started trading at the end of September, offers a broader product range than in its existing retail outlets, including made-to-order sandwiches, salad boxes, pasta boxes and new lines of savouries, confectionery and cakes, which will be refreshed each month.

The shop has been kitted out with bespoke-designed Tom Chandley turbo fan-assisted ovens, bake-off ovens with self-condensing hoods, walk-in chillers and freezers, and till points broadband-linked to the factory in Crewe for more efficient restocking of product lines, explained head of retail sales Neil Wood.