Wolferman’s Bakery first started as a corner grocery store in Kansas City, Missouri in 1888. By 1910, it had become known for its super-thick English muffins, which are still enjoyed today but are available across the country.
The brand now has a full online bakery offering fresh sweet and savory items baked daily, from coffee cakes and quiche to brownies and sweet rolls. Wolferman’s has introduced a new brand positioning designed to more fully communicate its breadth of assortment and quality offerings, while increasing awareness and appeal among a broader range of customers.
To communicate its commitment to being available to customers 24/7, the brand is positioning itself as a neighborhood shop which is “Always Open, Always Good.” In addition to an updated logo, which features a soft font and airy graphics to convey the warm and inviting nature of the brand, Wolferman’s website and other digital marketing channels showcase vibrant product displays and enticing imagery.
“By anchoring the brand in its rightful position as a premium online bakery, we are speaking to our customers in a new way, immersing them in the entire experience and inviting them to come into our shop to discover the incredible array of delicious desserts, savory side dishes, and sweet treats perfect for breakfast, brunch, and beyond,” says Michelle Farabaugh, Chief Marketing Officer, Harry & David. “The brand’s legacy as a provider of extraordinary baked goods has earned it a loyal following and, with this updated positioning, we are excited to introduce all that Wolferman’s Bakery has to offer to a whole new generation of shoppers.”
Wolferman’s Bakery was acquired by Harry & David in 2008 and today is part of the 1-800-FLOWERS.COM, Inc. family of brands.