Bakery brand Fabulous Bakin’ Boys has changed its name to The Fabulous Bakers, as it prepares to launch “a major marketing push” during the summer.
The UK-based bakery is seeking to challenge the country’s bakery category by reformulating and reinventing its product portfolio, using only natural and honest ingredients. Seeking to go from small family company to major brand, the changes could make the brand “the UK’s first all-natural mainstream bakery,” it claimed.
An extensive advertising and PR campaign will be accompanied by changes to the company’s packaging, communications, point-of-sale material and website.
The brand has also launched a new range of popcorn bars – available in apricot, almond and white chocolate; and raspberry and white chocolate flavour varieties – and oaty cereal bars, available from this month.
The Fabulous Bakers chief executive Richard Cooper said: “The UK branded baked goods category is currently confectionery hiding in sheep’s clothing, often pretending to be natural when the products are full of artificial preservatives, stabilisers, inverted glucose syrups and unnecessary e-numbers. In 2015, families deserve more. The Fabulous Bakers’ small team has worked incredibly hard to change everything about our offering, and are pioneering a different, more back to basics way of making great baked goods. The team are really excited to be the first mainstream branded bakery to use only natural, honest kitchen-cupboard ingredients with no artificial nonsense. Our research shows that parents and guardians want natural, great tasting snacks for their families and we think we’ve cracked that particularly tough challenge, to produce a range of honest, truly fabulously tasting cakes, muffins, flapjacks and bars.”
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