The new Birds Bakery in Market Street opened this week after moving from its traditional shop of 50 years.

Birds is kicking off the new year with the announcement of a rebrand which will be launched with the opening of its new location in Ashby.

The family-run boasts a new colour scheme, featuring a spring green image that Birds says encapsulates its 'Fresh as a Daisy' ethos of baking fresh every day - and delivering its quality bakes and cakes.

Ashby's store will launch the new look at 31 Market Street, following a short move from its previous location.

Opening on Thursday (January 18), customers will be able to enjoy their favourite Birds treats in a cosy seating area, including a quaint snug.

The fresh look will be rolled out across all 61 locations, with plans already made for the next refurbishment at Birds Park Farm location in Allestree, Derby.

Birds is also set to elevate its digital presence in January with launch of a brand-new website, creating what is describes as an 'immersive online experience for customers'.

Customers will be able to explore and purchase Birds' signature products, including its famous pork pies, fresh cobs, and Belgian chocolate treats, from the comfort of their homes.

Moreover, the website is designed to become a hub for sharing stories from both current and past customers, fostering a sense of community and connection.

Jamie Bird, strategy director of Birds Bakery, said: "We're excited to start the year with a rebrand which encapsulates both our longstanding heritage as well as our ambition for the future.

"The spring green we're introducing isn't actually a new colour for Birds as it was one of the colours used in our very first stores, and the slight angle of the logo is a nod back to its original form too.

"People are the heartbeat of our business and the purpose of this rebrand is to showcase the craft and care our team put into their work every day of the year, as well as ensuring we create both a physical and digital environment that every member of the family can enjoy.

"We are confident that the next chapter for Birds will be filled with even greater success.

"We'd like to extend our heartfelt gratitude to our loyal customers for their unwavering support, our continued success would not be possible without them."

Birds Bakery has 61 stores across the region. Many Birds products can also be ordered online and delivered to customers' homes using the Birds By Post service.