Elmwood keeps branding sweet for Park Cakes Bakeries

Food manufacturer Park Cakes Bakeries is plotting an addition to the premium dessert market, with the help of branding consultancy Elmwood.

Elmwood is working with PCB’s commercial director Simon Smith on the creation and development of a ‘premium indulgent’ range that they hope will rival Duchy Originals and Gü, to launch in the autumn.

‘Part of our brief was to assist in the creation of a new range that will be famous for its authentic attitude and edgy personality,’ says Elmwood account director Simon Preece.

‘At the moment, we’re working on early research for new product development, which will be followed by identity and packaging. Because it’s about inventing a brand from scratch, we hope it will have a real cultural impact on the business,’ he adds.

Park Cakes Bakeries was bought by venture capital group Vision Capital from Northern Foods for £160m last November. The company is a supplier of premium own-brand desserts and cakes to Marks & Spencer.

Elmwood was appointed to the work in January, without a pitch. The consultancy had previously worked with PCB’s commercial director when he was involved with branding for Northern Foods’ Foxes.

The range has been preceded by a more mainstream variety of chocolate cakes – My Bites, with packaging by Elmwood.

The consultancy is also considering how to develop PCB’s organic bakery, which may result in an organic line.

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