Consumer research helped Dragon Rouge understand consumer motivation for buying gluten- and wheat-free products and helped inform the name, identity and pack design.
‘It was clear that the consumer doesn’t want to be singled out as different but instead wants to buy normal fresh tasting bread,’ says the consultancy.
The brand is named after the location of Warburtons’ ‘separate specialist free-from bakery’ according to Dragon Rouge.
Newburn Bakehouse is set out in bold type on-pack alongside a ‘friendly baker icon’ but the Warburtons brand sits below this to invoke ‘quality, care and expertise’ Dragon Rouge says.
The range includes sliced white and brown loaves, white and brown rolls, Lemon & Poppy and Blueberry & Cranberry Muffins, Fruity Teacakes and a Spiced Fruit Loaf. More products are being developed.