Bakers Delight changes brand strategy

Bakers Delight has unveiled a long-term brand strategy, investing $6 million in a major repositioning of the business to ensure its continued growth in a changing market.

The company has changed its direction to focus on the expertise and authenticity of its bakers and baking methods in line with growing consumer demand for fresh, natural and real produce.

“Our extensive research identified that consumers are unclear about what ‘fresh’ bread is and are unwittingly buying bread that claims to be fresh, when in actual fact could be days old,” said Chris Caldwell, general manager at Bakers Delight.

Bakers Delight said it expects the plan will be responsible for 4 to 5 per cent growth in the 2010/11 financial year, which will generate an expected global turnover of approximately $600 million.





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