Crammed to bursting with seeds and grains in every bite, Vogel’s bread, owned by bakers, Nicholas & Harris, will launch a new proposition, strapline as well as brand look and feel from 22 March onwards, spanning all marketing communications and on-pack.

The baker will initially launch a new e-commerce website and slightly refreshed packaging, which will communicate the new look, tone and feel. The fresh design for the brand, fully encapsulates the craft bakery’s ethos and its commitment to make healthy and wholesome, simply made breads.

With a new proposition and strapline, ‘Crammed to bursting with seeds & grains’, Vogel’s will be re-launching the existing packaging, with added messaging and an amended logo, as well as a monthly on-pack promotion to win a designer ‘Vison’ toaster from Magimix.

The new website will feature a bold design that makes full use of Vogel’s striking brand colours. Consumers can buy their favourite bread in national supermarkets, from Ocado and now from Vogel’s online with the new e-commerce functionality.  The brand design will also be rolled out on to Vogel’s facebook and twitter profiles and a recently launched Pinterest page.

As part of a national sampling campaign, on Saturday 22 March Salisbury-based Vogel’s will be at the Salisbury Farmers’ Market, handing out hot and buttered Vogel’s Soya & Linseed toast to order, and asking the locals: “Just how tasty is Vogel’s toast? Britain Decides!” Along with an online vote, Vogel’s will reveal the results to the nation later in the spring.

Seb Willis, Commercial Director for Vogel’s at Nicholas & Harris said: “We’re very excited to announce our plans for a new brand identity, proposition and marketing communications.  Combined with the modern new look, ‘Crammed to bursting with seeds & grains’ plays to our unique strengths of superior taste and texture created with a simple recipe without added sugar, emulsifiers or artificial preservatives or flavourings.”

Founded on the principles of Alfred Vogel, the pioneering Swiss nutritionist, Vogel’s is a range of flavoursome breads with seeds and grains, priced from £1.50.

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