Over the years portfolio has become unwieldingly large.

A significant part of this work was in the strategy. Portfolio architecture providing the clarity and rationale for the future growth of the brand.The Brand is high on distinctive assets and meaning. With a clearly understood positioning. Given its 25 year status in the market, it has overtime become iconic as a brand within the bread aisle.We sought to remove the clutter and to modernise,  highlighting the essential key brand assets whilst making the brand more shoppable than it has ever been.

The end result is something that completely respects the legacy of this brand but moves it forward with equal measure. It is crafted for today’s health-conscious consumer whilst remaining approachable authentic and premium.With the right portfolio architecture and design it is now poised for another long period of growth. 

Tradition in the modern world !