Shortbread maker Dean’s is revamping its brand in a bid to boost sales by a third over the next two years.

The Aberdeenshire supplier, whose biscuit range is stocked by Tesco, Morrisons and The Co-operative Group, is targeting annual sales of £10m by 2012 – up from £7m at present.

A campaign including print advertising and a new website will support the drive.

“We want to show that we are beyond ‘just shortbread’, although this is a key product in our range,” said Dean’s managing director Bill Dean.

“There will be a new look and feel to the brand itself, with more focus on the hand-baking and ‘melt in the mouth’ taste.”

He added: “The website in particular will be an invaluable tool for taking Dean’s to a global market.”

Read more
The best own-label suppliers in Britain (18 April 2009)