Kara, the foodservice brand of the Finsbury Food Group, has redesigned its logo and strapline to reinforce its baking credentials. 

The former blue corporate logo, introduced when Kara Foodservice was purchased by Fletchers Group of Bakeries, has been replaced with a deep red lettering and a Baking for Foodservice strapline positioned underneath the company name.

The move is designed to both demonstrate that Kara now operates under the Finsbury Food Group umbrella, and better reflect the premium nature of its goods, including artisan breads and indulgent cakes, a spokeswoman told British Baker.

The spokeswoman said: “Kara solely bakes products for foodservice and we wanted to reinforce this message in our new strapline.

“With the inclusion of the new brands Kara distributes and new product ranges such as indulgent cakes and artisan breads, we wanted to update the strapline in line with a more premium look and feel.”

The new identity will roll out marketing materials over the coming months and a new interactive Kara website is due to launch this summer 2016.

Exciting time

Mark Holmes, Kara’s general manager, added: “This is a very exciting time for us at Kara. We have a 30-year success story and thank everyone who has contributed to this along the way.

“The new era for Kara combines our continued customer, product, and industry commitment with a fresh new look that aligns the new business direction, vision and teams as we continue as a company to be committed, responsive and progressive.”

In January of this year, Kara launched a new Indulgent Cake Collection.