IT built its image on traditional Northern values.

But it appears bread makers Warburton's is ready to shed one of its most memorable symbols -- the humble horse-drawn carriage.

Although they have used it to generate publicity for 15 years, the company has decided it is time to move on.

It wants to concentrate on the more modern Respect The Bread campaign, instead.

The carriage has been taken around the country as part of Warburton's promotional drive but that will cease from January.

Among those angered by the change in direction is Harold Restall, aged 60, who has provided the horses which pull the carriage for more than a decade.

The move has also led to accusations that the famous family business -- in trying to break into the London market -- now believes the more traditional Northern image is not as desirable.

Harold said: "I was told it was not the image they wished to portray which is sad to hear.

"Many long established companies actively promote this type of image. Harrod's has a horse-drawn carriage -- even the Queen has one.

"What is heartbreaking is that hundreds of people flock to it whenever we take it around Britain."

He said Warburton's had offered him the chance to buy the carriage for £3,500 -- but it is an offer he said he could not afford.

Mr Restall, who runs Carriage Occasions from Black Moss Farm, in Radcliffe, said: "My fear is that it will be bought by a foreign buyer and will leave the country forever."

The Bolton-based firm sells its bread as far south as Basingstoke and as far north as Scotland.

In recent years, it has been attempting to break into fresh areas and the advertising executives have been looking at ways to rebrand their product for a new market.

A spokesman for Warburton's said: "We have used the carriage for 15 years and it mainly toured the North-west and the North-east. It's always been popular with children and families but with the company wanting to expand into other areas of the country, we felt using the horse and carriage would become too costly.

"There's also the image thing -- maybe it's time to move on and try something new and that what we are striving to achieve with our Respect The Bread campaign.

"We are proud of our history and our heritage but we just want a slight change in direction."