Roberts Bakery is rebranding as Roberts with the launch of a new identity, positioning and range.

Underpinned by the brand tagline of ‘Embrace the New’, the Roberts’ new 13-strong portfolio is a mix of traditional favourites as well as some interesting firsts for the category.

Roberts’ area sales teams with be working closely with independent customers to make the most of the commercial opportunity at relaunch on September 4 and ongoing, including core range suggestions store by store.

Leaflets and a video charting the journey, explaining the rationale and how best to capitalise have been distributed - setting the tone for a new era of proactive partnership with the company.

One of the main objectives behind the rebrand is to overcome issues of decline affecting the wrapped bread category, where unit price cuts are driving a long term decrease in value.

Roberts also aims to overcome the category’s poor record on innovation with the introduction of 4-pack Gin and Tonic Fun Buns, Fiery Corn Ready-to Rolls, with hot chilli flakes, and a Seriously Seeded Bloomer.

Three further paper-wrapped Bloomers - Mightily Malted, Wondrously White and Wholly Wholemeal – will also be introduced, as well as a six-pack of Moroccan Corn Ready-to Rolls using cardamom, cumin and turmeric.

The four-pack Fun Bun range also includes a zesty Marmalade variant and a fruity Sultana and Currant alternative with cinnamon and nutmeg.

Remaining loyal to its traditional consumer, the brand will retain its core wrapped loaf range: Thick Soft, Mega Thick Soft, Medium Soft White and Medium Wholemeal.

These will appear in transitional packaging for the first eight weeks.

Stuart Spencer-Calnan, Roberts managing director, said: “This is a massive step change in philosophy, market proposition and commitment to NPD from Roberts. It is backed up with a 130-year old reputation for quality baking and a quirky approach to problem solving which has served four generations of Roberts very well.

“While we will be respecting the past and all that has gone before, this is about the future, challenging the category and its complacency and doing more to inspire modern day consumers.”

“Our mission is to put some fun, interest and value back into the category, to help shoppers re-engage and embrace the new with us. This will not only drive growth for Roberts, but will benefit the category as a whole.”

The initial rebrand period will be supported by a high impact £500K multi-channel marketing push.