Jus Rol is rolling out a major rebrand and category building programme aimed at increasing shopper engagement and driving incremental sales across the chilled pastry and dough category.
The leading pastry brand said the new-look packaging and wider activation strategy, launching from June, are designed to make pastry “easier to shop, easier to use and more relevant to modern cooking habits”.
Central to the relaunch is a refreshed visual identity across packaging, in-store activation and digital channels, supported by the new brand platform, ‘It’s All Golden’.
The campaign is intended to broaden pastry usage occasions and appeal to three key shopper groups identified through consumer research: The Home Pro, The Have a Go Hero and the Pop n Pingers.
Jus Rol said the rebrand forms part of a longer-term strategy to grow both the brand and the wider chilled pastry category by encouraging consumers to use pastry more frequently.
Tim Clifford, managing director at Jus Rol, said pastry continued to be a strong value driver within chilled.
“Shoppers want simple, great tasting shortcuts that help them to create meals and treats at home without the pressure of perfection,” he said.
“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.”
Clifford added that the refresh would also help the brand differentiate itself more clearly on shelf.
“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,” he said.
The 2026 programme includes a full packaging refresh across Jus Rol’s core and Ready to Create ranges, alongside new in-store POS materials and navigational signage aimed at improving fixture clarity.
Seasonal marketing activity will align with events including British Pie Week, Wimbledon, the Great British Bake Off and Christmas, while the brand also plans cross-merchandising initiatives with complementary categories to encourage meal solutions.
The campaign will be backed by above-the-line advertising, influencer partnerships, digital and social media activity, as well as experiential pop-ups at food and drink events.
Jus Rol also said retailer-specific activation plans would be developed across grocery, convenience and wholesale channels, with additional NPD and seasonal innovation to be announced later this year.