British Bakeries is revamping its Mothers Pride brand and giving it longer shelf life in a bid to increase sales in the independent sector. The brand is getting brighter packaging and a new logo. And the product life will be extended by an average of three days across the Mothers Pride range that includes sliced bread, baps, rolls and baked goods. The company said that by extending the shelf life it would help solve the lack of bread availability problem for small retailers and help improve their profits. Research from Harris International Marketing showed what 20% of convenience store shoppers who go in to buy bread can't because the shop has sold out. It also showed that bread buyers visit stores 4.5 times a week and spend an average of £4.18 per c-store visit compared with £3.40 per visit for average shoppers. The relaunch is backed by a Slice of Family Life' consumer PR campaign. {{P&P }}

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