Scottish Bakers Launches Its Consumer Brand to Showcase Scotland’s Baking Industry

Scottish Bakers, the renowned trade association championing the Scottish nation's baking industry, is set to transform the sector with the introduction of a new consumer-facing brand.

Industry news
Published: 19/08/2024

Scottish Bakers, the renowned trade association championing the Scottish nation's baking industry, is set to transform the sector with the introduction of a new consumer-facing brand.

This bold move, part of its comprehensive five-year strategy unveiled at the annual conference in May, is designed to future-proof the sector, strengthen consumer trust, and support growth in the Scottish market.

With a rich heritage rooted in tradition and quality, Scottish Bakers is committed to growing brand awareness by developing Scottish Bakers as a brand mark that will become synonymous with quality, integrity, sustainability and baking excellence. This initiative is more than just a brand — it's a promise to consumers that when they choose a product associated with Scottish Bakers, they are choosing superior quality, sustainable practices, and a slice of Scotland’s baking history.

Central to this strategy is a targeted marketing and social media campaign, with content created to resonate with today’s discerning consumer. The campaign will celebrate the unique stories of Scottish Bakers members, highlighting their dedication and craftsmanship across three distinct segments:

  • Local Heroes: Celebrating the artisans and bakery café owners who keep traditional baking alive.
  • Icons: Showcasing the innovation and scale of larger plant bakeries that are pillars of the industry.
  • Pioneers: Honouring the masterful creators of iconic Scotch pies and Savoury delights. 

Lesley Cameron, Chief Executive of Scottish Bakers, emphasised the importance of this new direction: “Our members are the heartbeat of Scotland’s baking industry, and we want to ensure their stories are heard far and wide. By sharing their passion and dedication through our engaging marketing and social media campaign, we aim to connect with the next generation of consumers, inspiring them to choose and cherish our members baked goods."

She continued, “Many of our members have remarkable stories, often untold, and it’s our mission to bring these to the forefront. By raising awareness and showcasing the talent within our community, we believe we can support driving footfall and sales for our members.”

The new strategy is part of Scottish Bakers’ broader mission to empower its members by fostering a culture of innovation, sustainability, and professional development, paving the way for a transformative future for the Scottish bakery sector. The unveiling of the Scottish Bakers rebrand at the May conference marked the beginning of this exciting journey, with the brand mark set to become a trusted seal of quality, integrity, sustainability and baking excellence for consumers.

Discover more about how Scottish Bakers is shaping the future of Scotland’s bakery industry and the new consumer brand by visiting scottishbakers.org/consumers

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