Acquired as a bolt-on to Jacksons Bakery in 2024, Lottie Shaw’s produces a range of baked goods and gifting options inspired by classic Yorkshire recipes.
As part of its next stage of growth, Jacksons Bakery plans on driving awareness to the Lottie Shaw’s brand, making it easier for customers to buy, and expanding the product range to ensure year-round gifting appeal, as well as exploring export opportunities.
Unlocking its potential
To help meet these ambitions, the team has been working closely with brand strategy experts Big Black Door to refine Lottie Shaw’s positioning, provide strategic guidance on market orientation “and unlock its full potential”.
“Lottie Shaw’s is all about those everyday moments of delight, treating someone special or perhaps even indulging yourself,” said Gareth Turner, founder and director at Big Black Door. “We’ve been working closely with Helena and her team to ensure the Lottie Shaw’s brand remains true to its roots while growing efficiently and effectively.
The brand’s growth strategy is built on a multi-channel approach, with a strong presence in both e-commerce and wholesale, including garden centres and specialist retailers. This balance allows Lottie Shaw’s to maintain its ‘premium handcrafted feel’ while reaching a broader audience.
Channel strategy
“We’ve focused on broadening availability, ensuring the right products are accessible where people expect to find them,” Turner added. “The brief was to enhance Lottie Shaw’s channel strategy while staying true to its heritage.
“We focused on mapping out gifting occasions, ensuring the brand had a clear, distinctive presence across all channels, and celebrating the richness of Yorkshire’s baking tradition. The result is a brand that resonates deeply with consumers and retailers alike.”
Meanwhile, oat drink manufacturer Alpro is making a multi-million-pound investment into its UK operations to source 100% of its oats from local farmers.
