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Chilli unwraps a new look for Yorkshire bakery brand


Chilli has created the new branding and packaging design for bakery brand Jacksons of Yorkshire.

The Leeds agency was tasked with developing and strengthening the Jacksons brand positioning before looking at a new identity, which has been rolled out into new packaging and a new website.

In addition to a redesign of the core sliced bread and bread roll range, Chilli has also worked on the launch of a new range of hot cross buns.

Chilli MD David Whittle said: “Jacksons is such a popular brand which is recognised and loved by those who know it and buy it. We were therefore very conscious that whilst we need to open opportunities for future growth, we also didn’t alienate their current buyers.”

Deborah Dyson, Jacksons’ Marketing Manager, said: “We’ve modernised our range and now have a champion new look which will start appearing on shelves nationwide. Our new branding celebrates all the things that make our bakes so unique and unmistakably Jacksons.”

The range is available in Waitrose and Ocado nationwide, and regionally in Tesco, Morrisons, Sainsburys, the Co-Op, Booths and Nisa.

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