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."