LOCAL bakers Warburton's are planning a £5 million change of image.

The Bolton company is to switch to a new brand identity overnight on September 23.

Its products will then feature what is described as "a more animated, modern version of the family name with a sharply-defined diamond shaped border and a quality seal running through".

The new logo is aimed at "harnessing the power of the brand and increasing recognition at point of sale".

Promotion of the new look includes a continuation of the well-known television commercial campaign.

The company aims to make sure there is a strong visual link between its sliced bread and goods such as teacakes, rolls and crumpets.

Warburtons, which has an 8.6pc share of the UK's bread sector, aims to become Britain's favourite baker.

Managing Director Jonathan Warburton said: "Everyone stands to benefit from our investment.

"Retailers know about the power of the Warburton's brand - it is the UK's top-selling bread.

"By transferring the values - the reasons why consumers buy Warburton's - to other products, we believe we can make a major impact in this sector."

Earlier this year the company announced a multi-million pound expansion of its bread business following the sale of its retailing and pie operations.

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