European bakery products manufacturer Baker & Baker has unveiled a comprehensive rebrand of its iconic, premium Black Label range, with ambitious NPD plans across 15 European markets.
The Black Label range, first created by the business for the Spanish market in 2010, has since grown in size and breadth to include over 40 premium products across several American Sweet Bakery and Laminated Sweet Bakery categories.
Building on Black Label’s existing brand awareness in the bakery and food service environment, the relaunch enhances the brand to resonate more with both customers and consumers. In 2026 new product launches are planned, the first being a Pistachio Vanilla Doughnut that taps into the ongoing social media-fuelled consumer trend for pistachio and Dubai-style chocolate products.
The Black Label range includes a wide variety of chocolate and fruit flavoured muffins, doughnuts and cookies within the American Sweet Bakery category, and croissants, vienoisserie and regional specialities within laminated sweet bakery.
A Complete Rebranding
Baker & Baker has undertaken a full rebrand of the range, featuring a refreshed, timeless look and feel that signals innovation and quality, including a new logo, tagline and impactful packaging. Targeted at new and existing customers, the Black Label range will also be supported with a comprehensive marketing strategy, to include social media, PR and trade shows, as well as a range of store activation materials, such as POS posters, product display cases and table cards.
The Black Label range is ideal for bakery and food service operators seeking to offer a clear premium segment for their customers, and deliver additional margin growth.
Graeme Williams, Chief Commercial Officer UK at Baker & Baker, commented: “The Black Label range represents the high-premium end of Baker & Baker’s product portfolio, and we’re really excited about sharing the new look and feel with our customers.
“The range will feature the same proven quality and taste that our customers have come to expect, and we believe the refreshed branding will deliver standout and impact with consumers across Europe.”
