The refreshed packaging aims to “celebrate Yorkshire Baking Co‘s heritage while creating a stronger, more contemporary presence on-shelf”. The new-look Mega Loaf Cake range comprises: Classic Madeira, Lemon Crunch, Double Choc Chunk, Deliciously Cherry, Juicy Sultana, Jam & Coconut, Sticky Toffee and Yorkshire Parkin. 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 the quality consumers expect from our products. “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.”