Sayers’ recipe for success: another brand makeover

Feb 15 2008 by Alex Turner, Liverpool Daily Post

SAYERS is hoping for a rise in fortunes after unveiling a makeover of its branding and product range.

The baker, which was started in Old Swan, Liverpool, in 1912, by newly-weds Fred and Lillian Sayers, has more than 100 shops throughout the North West, but, in recent years, the company has faced difficulties.

The last published accounts, to September, 2006, showed a loss of £2.1m on sales of £31.7m, of which 90% were retail.

The company, which is a Liverpool ‘08 sponsor, said the moves are the result of extensive customer and staff research.

The changes being introduced include new breads, such as milk loaf and multi-seed bloomer, and new desserts including choc fudge square and individual trifles. Many stores will extend their opening hours, which will increase the number of Sayers that open on Sundays.

Michael Quinlan, managing director of Lyndale Retail Bakeries, said: “While the look and feel of the shops will be fresh, modern and contemporary, they will now remind customers of our baking heritage, which is nearly 100 years old.

“It is a heritage of which everyone at Sayers is very proud and all of the experience and expertise that comes with that.

“Over the coming weeks, customers will see a number of new products and ranges being introduced, including a selection of continental breads freshly baked in the shop every day, as well as an exciting and varied choice of quality cakes.”

The first store to receive a makeover is at Central Square, Maghull, which this week welcomed customers with the new rustic red and yellow logo with the slogan “The better bakers”. The previous rebranding was undertaken in 2000.

Sayers was a family business until 1979, before being owned by United Biscuits and Warburtons. It was sold to current owners Lyndale Foods in 1996.

Lyndale Foods, which also owns Hampsons and Peter Hunt’s, employs 2,500 people.

In 2006, it shed around 200 staff at its Norris Green bakery after losing a major contract with Kwik Save, which hit its wholesale business.

alex.turner