Background: The Need for a ‘Proper’ Brand

Sam founded Kingsbake back in the 90s and had grown his cereal bar bakery into a successful contract manufacturing business and maker of the Ma Baker range of flapjacks. Its most popular product was Giant Bar – a big-eat-of-a-flapjack with an almost unlimited number of variants and well-established on-the-go distribution.

Unsure of how to leverage the portfolio to capitalise on the growing demand for cereal and energy bars, Sam realised he needed a ‘proper’ brand that could drive margin, guide future NPD development and expand distribution.

The Solution: Big Bar, Big Personality

With its big portion size, high fibre oat-appeal and delicious range of flavours we recommended playing up Giant Bar’s generosity and taste credentials. With over 25 years of flapjack expertise, it made sense to stand proud as a flapjack baker. No fancy oat, cereal or seed bars – just ‘Full-on Flapjacks’. Along with a new hunger-busting positioning, it also made sense to drop the Ma Baker name to focus solely on Giant Bar.

Hand-made with all-natural ingredients and high in fibre, Giant Bar is a low GI alternative to a chocolate bar. To help the brand compete with countlines, creatively we went big, bold and bright with a visual identity, packaging and tone of voice that are down-to-earth, light-hearted and help the brand feel big value for money. Giant bar is a problem solver; a satisfying eat with no catches, no pretence – what you see is what you get.

We used a vivid colour palette of brights to boost stand-out, give Giant Bar a more youthful relevance and play-up the brand’s larger than life personality.

Alongside colour, bespoke illustrations play an important role in helping to convey Giant Bar’s big flavours and down-to-earth accessibility. These mini characters carrying oversized ingredients help communicate the 30-strong range of flavours. They also bring charm and warmth to the packaging.

Results: Big Impact

Our work on Giant Bar has resulted in a streamlined, easy-to-navigate range that’s big on personality and has huge impact on-shelf. It offers genuine value-for-money with plenty of snack-appeal to draw younger consumers into the brand; and a clear point of difference that gives stockists a reason to buy. Since the relaunch in 2024, Giant Bar has won significant new listings including WHSmith. The new branding has been cited as a key reason for the success. What’s more, the rebrand has given the team at Kingsbake a new-found energy and enthusiasm for Giant Bar. Big love all round!

Sam: Founder of Giant Bar and  Kingsbake

“The rebranding work is one of the best things to have happened in recent years for our business. Not only has it been so well received by the trade, but it has also injected a new-found enthusiasm in me. I am truly excited about the prospects for our bar business as we build on the foundations of the new branding and the ‘Giant Family’.

The feedback in a recent trade exhibition has made me proud of our brand. A couple of Blue-Chip buyers specifically made a beeline to our stand, attracted by the strong branding and visual impact of the stand and the products. That’s not happened in our bakery business before.

There is also a new sense of confidence and pride whenever we send out samples and engage with new prospects. Again, that’s something that’s been missing for a long time. It’s made a deeper impact on the business – something that is not measured purely in sales.”