Jus Rol, the UK’s number one pastry brand, is launching a significant rebrand and category building programme designed to grow shopper reach, increase frequency and expand usage occasions across the chilled pastry and dough category. Rolling out from June 2026, the new look and supporting activation plan aim to help retailers capture incremental sales by making pastry easier to shop, easier to use and more relevant to modern cooking habits, ultimately ‘creating more moments worth baking for’.
The rebrand introduces a refreshed visual identity across packs, in store activation and digital touchpoints, supported by the new brand platform ‘It’s All Golden’. The campaign celebrates the joy, creativity and everyday wins that pastry enables, tapping into the needs of three key shopper segments identified in Jus Rol’s latest consumer insight work: The Home Pro, The Have a Go Hero and the Pop n Pingers.
Jus Rol’s rebrand forms part of its long-term ambition to grow the brand and the wider category by encouraging consumers to enjoy pastry more often. The business is relaunching its website and social media channels to provide inspiration, guidance and confidence for home cooks and by attracting new shoppers and helping existing users bake more frequently, Jus Rol aims to deliver sustainable category growth across grocery.
Tim Clifford, managing director at Jus Rol, said: “Pastry remains one of the most reliable value drivers in chilled and our rebrand is about unlocking even more growth for retailers. Shoppers want simple, great tasting shortcuts that help them to create meals and treats at home without the pressure of perfection. By modernising our brand, improving fixture navigation and inspiring more everyday occasions, we are making pastry easier to shop, easier to use and easier to enjoy.
“This rebrand is an important moment for us to refresh and revitalise the brand. Own label has increasingly mirrored the Jus Rol look, so this is about standing out on shelf again and bringing warmth and inspiration back to the chillers.”
The chilled pastry and dough category has delivered strong value growth over the past year, driven by inflation and new shopper gains. However, frequency and basket size have softened, highlighting the need for clearer merchandising, stronger signposting and more inspiration at fixture. Jus Rol’s updated category vision focuses on reaching more people, meeting more need states and unlocking more occasions through product, promotion and NPD.
Key elements of the 2026 programme include:
- A full packaging refresh across core and Ready to Create ranges
- New in store POS and navigational signage to improve fixture clarity
- Seasonal activation aligned to key events including British Pie Week, Wimbledon, Great British Bake Off and Christmas
- Cross merchandising with host categories to drive meal solutions
- Digital and social amplification targeting younger households
- New recipe inspiration and education around pastry types
- Retailer specific activation plans across grocery, convenience and wholesale
The rebrand will be supported by above the line advertising, digital content, influencer partnerships and experiential activity, including pop ups at key food and drink events. Further NPD and seasonal innovation will be announced later in the year.
