The new flavours combine nostalgic favourites with contemporary taste profiles, designed to broaden the range’s appeal among younger consumers while maintaining relevance with existing shoppers.
The funding will support research and development activities aimed at transforming grain-processing side streams into high-value dietary fibre ingredients for use in food manufacturing across Europe.
He will lead the company’s largest market within its Europe, Australia and North Asia unit.
Together, these launches highlight how major British food brands are reimagining traditional products to balance heritage with modern consumption trends.
The move marks the entry of the iconic Oxford-born bakery brand into one of the world’s fastest-growing premium food and beverage markets, with plans to establish up to 10 outlets during the current fiscal year.