Carrs Foods has relaunched its Baker Street brand with new packaging, branding and NPD.

The £500k revamp coincided with the brand’s first listing at Waitrose for its Baker Street 4 Part Baked Petit Pain and Baker Street 2 Part Baked Baguette. The products will be stocked at 330 Waitrose stores nationwide from 2 March, priced at £1. The Baker Street range is also available in Ocado and convenience stores nationwide.

The brand, launched into the convenience sector in 2002, comprises a range of rolls, burger buns and sliced loaves.

“Our research shows consumers want the convenience of bakery products that are fresher for longer. The Baker Street range has a minimum shelf life of 30 days, so they are available to fit with hectic, modern lifestyles,” said Carrs Foods managing director Jeremy Gilboy.

“Our refreshed Baker Street brand solves these consumer issues by providing a variety of breads, rolls and buns [that are] cleverly packed, so they stay fresher for longer.”

The relaunch will be supported by a marketing campaign that will include in-store activity and a social media presence.