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Fresh Direction

With a long history of pastry based products, Saxby's had conciously avoided dealing with the supermarkets.

Ultimately this meant that a large part of the business collapsed and the brand needed a clear relevance for consumers.

Their remaining primary activity was chilled pastry so we suggested that they focussed their brand message on this. Future growth could be found in the chiller with sweet and savoury pies that weren't par cooked.