Crammed to bursting with seeds and grains in every bite, Vogel’s bread, owned by bakers, Nicholas & Harris, have launched a new proposition, strapline as well as brand look and feel onwards, spanning all marketing communications and on-pack.


The baker will initially launch a new e-commerce website and slightly refreshed packaging, which will communicate the new look, tone and feel. The fresh design for the brand, fully encapsulates the craft bakery’s ethos and its commitment to make healthy and wholesome, simply made breads which are available in supermarket chains nationwide.

With a new proposition and strapline, ‘Crammed to bursting with seeds & grains’, Vogel’s will be re-launching the existing packaging, with added messaging and an amended logo to communicate this as well as a monthly on-pack promotion to win a designer ‘Vison’ toaster from Magimix. This proposition, which tells both of the incredible taste and nutritional and health benefits, will also be integrated in the website as well as in an experiential and online campaign later this month.

The new website will feature a bold design that makes full use of Vogel’s striking brand colours, a subtle feature on the current packaging, giving Vogel’s a contemporary and relevant feel. Consumers can buy their favourite bread in national supermarkets, from Ocado and now from Vogel’s online with the new e-commerce functionality. The brand design will also be rolled out onto Vogel’s facebook and twitter profiles and a recently launched Pinterest page.

As part of a national sampling campaign, on Saturday 22 March Salisbury-based Vogel’s were at the Salisbury Farmers’ Market, handing out hot and buttered Vogel’s Soya & Linseed toast to order, and asking the locals: “Just how tasty is Vogel’s toast? Britain Decides!” With sacks full of seeds and grains, consumers were asked to scoop up a portion and pour them into a perspex tube with the response of their choice, ranging from: ‘crammed to bursting tasty’, ‘very tasty’, ‘averagely tasty’, ‘a little tasty’ and ‘not tasty’. Along with an online vote, open to everyone in the weeks straight after the event on the brand’s website, Vogel’s will reveal the results to the nation later in the spring.

Seb Willis, Commercial Director for Vogel’s at Nicholas & Harris said: “We’re very excited to announce our plans for a new brand identity, proposition and marketing communications.  Combined with the modern new look, ‘Crammed to bursting with seeds & grains’ plays to our unique strengths of superior taste and texture created with a simple recipe without added sugar, emulsifiers or artificial preservatives or flavourings.

“12,516 seeds in each loaf of Vogel’s really does explain why our customers say our breads are the best-tasting they can buy.”

Founded on the principles of Alfred Vogel, the pioneering Swiss nutritionist, Vogel’s is a range of flavoursome breads with seeds and grains. Sliced loaf varieties are: Original Mixed Grain, Soya & Linseed, Sunflower & Barley, Wholemeal & Oat Bran. With the original loaf variant recipe remaining unchanged since 1954, all the loaves are baked without added sugar, emulsifiers or artificial preservatives or flavourings.

Vogel’s is available in the vast majority of Waitrose stores, many Tesco and Sainsbury stores, Morrisons stores in the south of England and South Midlands, as well as in a limited number of Co-op and Budgens stores, priced from £1.50.


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