Speciality bread brand Vogel's is relaunching next month in an attempt to boost sales from £3.5m to £10m in two years.
Twelve months after upmarket bakery Nicholas & Harris (N&H) acquired the brand from Goswell's as part of a £2.2m deal, Vogel's will receive its first packaging revamp since the mid 1970s in a bid to broaden its consumer base.
The new design would look more modern "without disappointing Vogel's loyal fanbase", said N&H managing director Simon Staddon.
Nicholas & Harris is also extending the two-line range next month with two new packs of rolls, a seed & fruit loaf and a wholemeal & oat loaf.
At the same time, a digital marketing campaign will raise the profile of the brand, centring around its suitability as a toasting bread. It marks the brand's first-ever marketing campaign, said Staddon. "Retailers have seen Vogel's bobbing along for more than 30 years and awareness is so low, but we plan to boost flat sales and take on the big boys," he said.
The recipe for Vogel's which contains natural ingredients and no additives will remain the same.
Twelve months after upmarket bakery Nicholas & Harris (N&H) acquired the brand from Goswell's as part of a £2.2m deal, Vogel's will receive its first packaging revamp since the mid 1970s in a bid to broaden its consumer base.
The new design would look more modern "without disappointing Vogel's loyal fanbase", said N&H managing director Simon Staddon.
Nicholas & Harris is also extending the two-line range next month with two new packs of rolls, a seed & fruit loaf and a wholemeal & oat loaf.
At the same time, a digital marketing campaign will raise the profile of the brand, centring around its suitability as a toasting bread. It marks the brand's first-ever marketing campaign, said Staddon. "Retailers have seen Vogel's bobbing along for more than 30 years and awareness is so low, but we plan to boost flat sales and take on the big boys," he said.
The recipe for Vogel's which contains natural ingredients and no additives will remain the same.
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