We’re very proud to see Ma Baker’s new look Giant Bars rolled out onto shelves and going great guns with their updated brand identity and packaging, designed by Mystery.  

Ma Baker, a long-standing, much-loved UK brand of healthy flap jacks and snack bars, hand-made from British Oats, has been a best-selling brand since 1995, selling a truly gigantic 75 million Giant Bars and still going strong.

With the recent influx of fashionable healthy snack bars for a new generation, Ma Baker needed to undergo a contemporary brand refresh of its existing products, as well as design and launch a new, no added sugar product, Sugar’d Out.

Having seen our work with Rebel Kitchen, brand owners, First Quality Foods, asked Mystery to help them take the Ma Baker brand onto the next stage of its journey.

Ma Baker Giant Bar

While incredibly popular, the challenge for Ma Baker was to ensure it continued to keep its share of shelf space, appealing to new, younger consumers, yet retaining its existing and loyal fan base at the same time.

The Mystery team set about creating a more contemporary, yet accessible and down to earth new brand identity for Ma Baker, as well as packaging and displays for Giant Bar.

The comprehensive product range, consisting of 27 different flavours (including yogurt and chocolate topped sub-ranges), now has a crisp, clean, clearly defined, bright and engaging colour and design for every flavour, unmistakeably indicating the key ingredient for each to enable quick and easy decision-making and instant recognition for repeat purchase.

The three new Sugar’d Out bars also follow the same brand identity, simple, clean design with bright engaging colours in a clear pack that reveals the oaty goodness within.

“We had a great experience working with Mystery. The team really took the time to understand our brand and where we needed to take the identity and packaging for the future. We’re really happy with the results and initial feedback on the packaging has been extremely positive”. Caitlin Sewell, Markeking, First Quality Foods.

We loved working with this honest, down to earth and approachable brand and wish it huge success and continued growth into the future. Here’s to many more years of baking with a big heart.