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Yorkshire Baking Co. Unveils New MEGA Rebrand Ahead Of Yorkshire Day



Yorkshire Baking Co. has unveiled its fresh new look ahead of Yorkshire Day on 1st August 2026, aiming to both strengthen its presence and support the exciting next phase of the cake brand’s growth.


Rolling out across the ever-popular MEGA Loaf Cake range, the refreshed packaging celebrates Yorkshire Baking Co.‘s heritage while creating a stronger, more contemporary presence on shelf. The new design features an illustrated landscape, a prominent “Yorkshire’s Finest Cakes” seal of approval and the new brand strapline, “Good Honest Cake,” reinforcing the company’s commitment to quality baking which will appeal strongly to shoppers nationwide.


The re-brand has also been extended to one of Yorkshire Baking Co.‘s most loved varieties, Yorkshire Parkin, with a distinctive identity across the MEGA Loaf Cake, cakes slices and smaller formats. Heritage-inspired colours and messaging, including “Rooted in Tradition,” will inspire cake lovers to try one of Yorkshire’s finest.


The new look MEGA Loaf Cake ranging comprises of Classic Madeira, Lemon Crunch, Double Choc Chunk, Deliciously Cherry, Juicy Sultana, Jam & Coconut, Sticky Toffee, and Yorkshire Parkin - with an exciting array of NPD on the horizon to further drive brand appeal.


The new packaging has been developed to provide greater shelf impact while creating a flexible platform for exciting future product development, seasonal launches and collaborative brand partnerships.


Arainn Cleland, Sales Director at Yorkshire Baking Co., said:

“This is an important milestone for Yorkshire Baking Co. as we continue to invest in our much-loved and rapidly growing cake brand. Our new identity reflects our heritage, our values and delivers quality consumers expect from our products, ultimately appealing strongly to all shoppers seeking “good honest cake’’

“Our MEGA Loaf Cakes are already a firm favourite with shoppers nationwide, and we are confident that our fresh new look will strengthen engagement with existing consumers, attract new shoppers to the brand and create further opportunities for growth with our retail partners.”



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HMG Paints, a leading manufacturer in the coatings industry, has been shortlisted for two prestigious awards at the National Family Business Awards 2025. HMG are finalists for the North and Northern Ireland Family Business of the Year award.


Furthermore, HMG Paints has been nominated for the People’s Choice award (North and Northern Ireland). The award is one of the most coveted of the event as it is voted for by the public, those who are at the forefront of receiving and reviewing a company’s service.


The nominations follow HMG’s previous success at the Family Business of the Year awards in 2023, in which the company was honoured with the Manufacturing Family Business of the Year title. As the company celebrates its 95th anniversary, these nominations further solidify HMG’s position as a proud Manchester based family business and leader within the coatings industry.


Speaking on the event, Paul Andrews, Founder and CEO of Family Business United said:

“Family firms are the engine room of the national economy, and these awards celebrate all their achievements. This is always a fantastic evening where the family business community comes together to celebrate the very best of British family firms. All our winners are fantastic examples of great British family firms, and it is a real honour o host these awards and celebrate with them.”

HMG will also be considered for the national categories, as well as special awards, including Innovation, Sustainability, and Community Involvement. All entries will also compete for the title of Supreme Family Business of the Year.


Speaking on HMG’s nominations at the 2025 National Family Business Awards, Marketing Manager Paddy Dyson stated:

“Being nominated for the North and Northern Ireland People’s Choice award is a great honour and recognition of the efforts of everyone at HMG. We’re looking forward to the event and celebrating the work Family Businesses do across the UK, and hopefully it’s a successful night for us too and we hope our extended community can help us to the People’s Choice award by casting their vote.”

The event winners will be announced at the Gala Awards Evening on Wednesday, 18th June 2025 at The Royal Geographical Society in South Kensington, London. HMG look forward to celebrating with so many inspirational family businesses.



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