Country Choice has given Bake & Bite a major rebrand and launched a range of products, display options and new services.

After 18 months in development, the new-look brand sees an ampersand replace the ‘n’; and IGD research commissioned by Country Choice has allowed the company to establish who is buying food to go products, and what those people want from the Bake & Bite brand.

The research has led to Country Choice establishing four new product categories – Bake & Crusty; Savoury & Filling; Sweet & Scrummy; and Fresh & Tasty.

Raj Tugnait, marketing director at Country Choice, said: “Consumers expect to see a credible brand which offers quality food to meet their need for eating on the move. The breadth and kind of proposition of the Bake & Bite brand fits between Pret a Manger and Greggs.”

There are currently 4,000 stores in the UK selling Bake & Bite-branded products – 34% of which are forecourts – and the brand is worth £65m at retail per year.

Bake & Bite retailers will be rebranded on a rolling programme, with Country Choice’s biggest customers taking priority.

The rebrand includes a developed range of branded equipment, new point of sale options, higher quality packaging making it simpler for the retailer to handle the products and simpler for the customer to use, and a new ticketing service and uniform supply.

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