UK baker Warburtons is to give its entire portfolio a revamp as part of a GBP10m (US$15m) investment into its brand image.

The new-look design will be made with the appointment of agency Smith & Milton, the firm said today (5 March), and will include a new look logo, packaging, point of sale and fleet livery for the company.

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Richard Hayes, marketing director at Warburtons said: “Smith & Milton will use their proven creativity to refresh our brand identity and range design, to communicate our superior quality and drive category growth in combination with our new advertising and product innovation.”

Last month, Warburtons announced it is to enter a new category with the launch of a range of “premium” snacks. The range comprises lines including ChippidyDooDaa Pitta Chips and SnackaDoodle wholegrain snacks.

However, in its core bread business, Warburtons is facing increased competition from Hovis owner Premier Foods plc.

Premier CEO Robert Schofield said Hovis gained share in the UK bread category in 2009 after seeing sales rise by more than 15%.

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“In the major multiples, we are neck and neck with the brand leader [Warburtons],” Schofield told City analysts last month as Premier announced its annual results. We had a cracking year in 2009. Everything we did worked for us. Our brand has gone forward in every metric you care to look at.

“But there will be a response to our successes in 2009. We expect 2010 to be a fiercely competitive year. We’re gearing up for that. People don’t take the drubbing that we gave them last year and do nothing.”