The Northumberland baker J Donkin has opened a new store in Morpeth under the rebranded name of Bakers Pantry.
Its owners said the store is the first step in the company’s plan to expand outside of Ashington, Northumberland, and it is hoped that at least one more Bakers Pantry store will open in east Northumberland during early 2016.
The rebrand has brought unity to the company’s image, which had previously been split due to J Donkin operating two Anderson’s bakery stores under their original name, despite buying the company in the 1990s.
It also allows the 90-year-old company to modernise its image while preserving many of its traditions, said the firm.
Sandra Innes, who handles marketing for the company, said: “The previous stores were very old-fashioned so we’re really just bringing them up to date.”
She added: “We want to keep that balance between the traditional products that are loved, such as the Donkin’s pasty and Anderson’s steak pie, with more on-the-go products.”
A fourth store in Ashington Poundstretcher has not been rebranded, however, as the firm said it was too difficult to carry out the same level of refitting as on the other stores.
J Donkin Bakers was founded in Ashington by Jack Donkin in 1922. It is now owned by David Crook and has been trading under the Bakers Pantry name since April.