One year since the acquisition of sweet treats bakery Lottie Shaw’s by The William Jackson Food Group, as a bolt on to Jacksons Bakery, the brand is making an investment of over half a million pounds to evolve its positioning and channel strategy.
“As a family-owned business with six generations of heritage, The William Jackson Food Group saw in Lottie Shaw’s a kindred spirit,” says Helena Wright, Marketing & NPD Director at Jacksons Bakery.
“Both Jacksons Bakery and Lottie Shaw’s are proudly Yorkshire-based brands rooted in tradition, generosity, and craftsmanship. Now is the time to take that even further and supercharge growth.”
Jacksons Bakery has ambitious plans for Lottie Shaw’s as it enters the next phase of growth. The focus is on driving awareness, making it easier for customers to buy, and expanding the product range to ensure year-round gifting appeal, as well as exploring export opportunities as a quintessentially British brand.
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.
“We’ve focused on broadening availability, ensuring the right products are accessible where people expect to find them.”
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.
“The brief was to enhance Lottie Shaw’s channel strategy while staying true to its heritage,” adds Turner. “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.”
“For us, it’s about making Lottie Shaw’s the go-to brand for thoughtful, high-quality baked gifts, for all of life’s little moments,” added Wright. “We’re just getting started, and look forward to the journey ahead.”
