New Packaging Redesign Unveiled for our 150th Anniversary

We're marking our 150th anniversary with an exciting packaging redesign across our entire 70+ product portfolio.

With 150 years of baking excellence and innovation, we have grown to offer the UK’s largest and most diverse bakery range. To mark this occasion, we are launching an exciting brand refresh which will unite our portfolio under one cohesive visual identity.

Developed in partnership with leading brand design agency Taxi Studio, this bold and modern new look is engineered to boost brand recognition for shoppers.

• Leveraging our cherished and instantly recognisable iconic ‘Baked Orange’ colour: A powerful brand beacon made famous by our out-of-home advertising and delivery fleet. Its consistent application across the entire portfolio creates a dominant ‘wall of brand’ on shelf.
• Revolutionising food photography: Moving beyond static pack-shots, new mouth-watering imagery showcases products prepared and ready to enjoy, inspiring different usage occasions.
• Elevating the iconic Warburtons wordmark: Now with a subtle, inviting curve that evokes a smile and reinforces the warmth and togetherness that we are known for. The trusted ‘Family Seal of Quality’ has been elevated, proudly featuring Jonathan’s signature as a proud testament to our heritage and unwavering commitment to quality and craft.

Jonathan Warburton, Chairman of Warburtons added: “As we celebrate 150 years of baking excellence, this bold new packaging marks a pivotal moment for Warburtons. It’s a powerful visual statement that reinforces our position as Britain’s favourite family bakery. For our retail partners, this means unrivalled presence on shelf, streamlined navigation for shoppers, and a powerful system built to drive accelerated and sustained category growth. We’re incredibly excited for consumers to see this new look, which embodies the warmth, quality, and consistency Warburtons is known for, and sets us up for another 150 years of success.”

The new packaging will begin rolling out across the entire portfolio from March 2026.

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