Fabulous Bakin’ Boys, the UK’s leading branded muffin and flapjack producer owned by Daelmans Group, has rebranded to The Fabulous Bakers ahead of a major marketing push this summer, which will focus on its all natural ingredients.
The Witney-based bakery company is seeking to shake up the UK bakery category by completely reformulating and reinventing its product offering, using only natural, honest ingredients with no artificial colours, flavours or preservatives. Completely new popcorn bars and oaty cereal bars have been added to The Fabulous Bakers range, which includes muffins, minis muffins, cakes and flapjacks.
A major advertising and PR campaign will launch in the summer as the 18-year old family-owned company aims to become the number one bakery brand from its smaller, loveable underdog status.
Richard Cooper, chief executive of The Fabulous Bakers, said: “The UK branded baked goods category is currently confectionery hiding in sheep’s clothing, often pretending to be natural when the products are full of artificial preservatives, stabilisers, inverted glucose syrups and unnecessary e-numbers. In 2015, families deserve more. The Fabulous Bakers small team has worked incredibly hard to change everything about our offering, and are pioneering a different, more back to basics way of making great baked goods. The team are really excited to be the first mainstream branded bakery to use only natural, honest kitchen-cupboard ingredients with no artificial nonsense. Our research shows that parents and guardians want natural, great tasting snacks for their families and we think we’ve cracked that particularly tough challenge, to produce a range of honest, truly fabulously-tasting cakes, muffins, flapjacks and bars.”
The company’s packaging, communications, point of sale, sustainability commitments and website will all be updated to reflect the new 2015 name and fabulous mission. Each pack includes fun, wholesome activities for families, designed to open their eyes to the fabulous world they live in.
THE FABULOUS BAKERS NEW PRODUCT LINE-UP:
x POPCORN BARS
- Apricot and Almond White Chocolatey Popcorn Bar
- Raspberry & White Chocolatey Popcorn Bars
3 x FLAPJACKS
- Chip Off The Old Choc Flapjacks
- Golden Oaty Flapjacks
- Strawberry & Blueberry Flapjacks
3 x BARS
- Bars of Berry Good Things
- Banana Brunch Bars
- Mango & Pineapple Bars
3 x MUFFINS
- Triple Chocolate Muffins with a Gooey Chocolatey Centre
- Banofee Muffins with a Gooey Fudge Centre
- Berry Nice Muffins with a Real Fruit Compote
2 x CUPCAKES
- Double Choc Cupcakes
- Vanilla & Double Chocolate Cupcakes
2 x MINIS
- Chocolate-Dipped Macaroons
- Double Chocolate Mini Muffins with a Gooey Chocolatey Centre
The new Fabulous Bakers range is available nationwide from mid-April 2015.