Finsbury Food Group embraces a ‘bold new rebrand’
BAKED goods firm Finsbury Food Group has unveiled its new rebrand, marking a significant shift in how the business presents itself and plans for the future.
Rolling out from June 2025, the new identity sees the bakery manufacturer build on its visual branding and digital presence across the board with an aim to bring together its people, products and personality all under one unified brand for the first time in almost a decade.
Naomi Hemmings, marketing manager at Finsbury Food Group, said: “This rebrand is more than a new logo – it’s a reset. We’ve spent the last 20 years building an incredible business with amazing people, and this new identity brings it all together.
“It reflects where we’re going: a more modern, people-first, purpose-driven business – still brilliant at baking, but better at telling our story.”
As part of the relaunch, Finsbury has had a complete overhaul of its website and photography style with a “warmer and more approachable” tone of voice, says the firm, complete with clearer messaging for its customers.
Further to this, the business has highlighted its dedicated careers hub and the launch of a new Business Graduate scheme as a commitment to talent development within the sector.
The refresh comes as Finsbury says it continues to grow within the channel following its move from public to private ownership in 2023 and aligns the firm’s wider business strategy to integrate across its UK and European sites, embrace digital accessibility and focus on long-term sustainable growth.
Finsbury last had a major rebrand in 2015 as the firm said its new look reflects the company’s ambition to modernise in the space and better showcase the scale and creativity of the business as it moves into its next phase of growth.
The new look also follows on from the firm’s renewal of its contract with Universal Studios which will see the introduction of new cakes under Universal-licensed properties including the 2025 movie musical Wicked.
