Northwich-based Roberts Bakery has put Cheshire at the heart of its new rebrand as they unveil its new strapline and design "Raised In Cheshire"

The new rebrand highlights the bakery's heritage, a heritage that includes a fourth-generation family interest and its Cheshire roots. And one of the ways they've done this is by building the design around their famous cooling towers which have been a staple of the Northwich factory for decades.

The towers appear on the new logo alongside the 'Raised in Cheshire' strapline and the company is keen to highlight its association with the region.

Managing Director, Bill Thurston said of the new branding.

"It is a celebration of all that Roberts has done very well for more than 130 years, baking great products to meet the needs of real people, and will be the foundation for recovery after a challenging few years.

"It sets out a clear offer to those who know us and those who don't - from Northwich to the nation."

Thurston was brought on board last year as Roberts secured an £18 million investment and rolled out a post-pandemic strategy. The new logo and branding will be rolled out across the Bakery's livery and will be a key part of the new website.

Karen Smith, marketing controller at Roberts, said: "It's authentic, down to earth, open, with a clear sense of belonging, bringing comfort and connection with the bakery at its heart.

"Exactly where Roberts should be."

She added: "Wrapped bakery is the bread and butter of daily life without filters, fakery or fantasy.

"We are baking to the beat of life, making a connection with our consumers which will define future new product and communications strategy."