31 January 2013 - 5:21pm | posted by | 0 comments

Warburtons launches stand-alone gluten free sub-brand The Newburn Bakehouse with Dragon Rouge

The Newburn Bakehouse is the new sub-brand from WarburtonsThe Newburn Bakehouse is the new sub-brand from Warburtons

Warburtons has worked with Dragon Rouge to create the name, brand identity and design for its new stand-alone gluten free sub-brand, The Newburn Bakehouse.

The new sub-brand will supercede the sub-range launched under Warburtons in 2011. The Newburn Bakehouse range, which is named after the location of the separate specialist free-from bakery, features bold typography and a friendly baker icon to represent a leap for Warburtons into sub-brand territory.

The design aims to provide differentiation from the Warburtons ‘with wheat’ offering whilst creating impact in its own right. Warburtons will retain their name on the packaging, however, to reflect the brand principles of quality, care and expertise.

The range includes sliced white and brown loaves, white and brown rolls, lemon and poppy and blueberry and cranberry muffins, fruity teacakes, and a spiced fruit loaf. The loaves and rolls are also available on prescription.

Senior brand manager of Warburtons free-from bakery, Hannah Flannery, commented: “The Newburn range has met with significant interest from buyers because it looks delicious, tempting and ‘normal’.”

Barbra Wright, director at Dragon Rouge, added: “This is an exciting fork in Warburtons story, creating a brand that stays close to their heartland whilst addressing new need states in a compelling and relevant way - appropriately differentiated from their core.

“Newburn Bakehouse hopes to gradually take shape as a visionary yet well established brand that challenges free-from conventions and adds authoritative, tasty choice for the many free-from converts."

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...