Birds Bakery has now opened the door to its new shop in Ashby - with the East Midlands company describing it as 'a significant moment'.

The family-run and owned bakery, known for its commitment to baking fresh every day, is now located at 31 Market Street - just down the road from its previous location in the town centre.

But the new shop also features Birds' exciting new branding. 

And it features even more space where customers can have a cosy coffee, including a quaint snug and extra seating.

The exterior has a new look which is reflected throughout the shop, from the new packaging to the interior concept.

Customers can be outside and view a selection of baked goods, which are displayed on top of warm terrazzo worktops. 

Inside, Birds says wainscoting, warm woods and soft seating texture creates a cosy environment for customers.

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The contemporary design is a harmony of spring green with warm grey tones, with some products featuring a doughnut pink accent as part of the packaging. 

Birds says that incorporation of these hues across coffee cup sleeves, baked goods boxes, and shopping bags not only reflects a commitment to modern aesthetics, but also underlines the bakery's dedication to creating a pleasing and cohesive brand experience. 

Jamie Bird, strategy director of Birds Bakery, said: "Our new look reflects both our history and future ambitions, and the opening of our new Ashby-de-la-Zouch location is a significant moment for us as a family, and a business.

"As we embrace this new era, we want to extend our heartfelt gratitude to our loyal customers who we look forward to continuing to provide the same Birds experience to and building on the feeling of community that we have established with all of our customers in our stores across the Midlands."

Birds says Customer feedback has also been positive.

Beverly, from Ashby, praised the quality, adding: "It doesn't matter if it's a cake or a sandwich, people come to Birds for the quality.

"The new store is lovely, the perfect spot for a toasted tea cake." 

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The rebrand, with its refreshed colour scheme and modernised logo, will gradually be rolled out to all 61 Birds Bakery locations.

Plans are already underway for the next refurbishment, with Birds Park Farm in Allestree, Derby, set to undergo a transformation that reflects the bakery's commitment to blending tradition with a contemporary appeal.

New packaging will be rolled out across all 61 stores in the coming months, so customers across the East Midlands can get a feel for the new brand before their local store is updated. 

Jamie added: "The rebrand isn't just about the visual transformation; it's about showcasing both tradition and innovation.

"This evolution is steered by the principles of quality, community and our 'Fresh as a Daisy' ethos.

"In extending an invitation to embrace this new chapter, Birds warmly welcomes everyone to participate in our journey into an exciting new chapter."