Yorkshire craft bakery, Lottie Shaw’s of Elland, has invested in more sustainable packaging for its best selling, traditionally handmade Yorkshire Parkin product, aimed at the independent retail sector. A premium box, which is suitable for home composting, has been designed to replicate the look of the original bag, whilst retaining its artisan feel.

The new box offers retailers a more rigid on-shelf pack and will allow more visibility of the Yorkshire Parkin, made to a 100 year old family recipe, thanks to a larger window. The new packaging allows the company to display more on-pack information, including nutritional details and means the product will travel better during distribution.

Charlotte Shaw, director, Lottie Shaw’s commented “We have been looking at improving our packaging for some time, but didn’t want to move too far away from our original brand look and feel. The new sustainable packaging ticks all the boxes, as it provides more protection for the parkin during transportation and also allows customers to see the product better on the shelf. We are confident that we have not moved away from our distinctive artisan packaging, with raffia and luggage ticket label, which is so appealing to our customers.

“We launched the new boxed parkin at a speciality food trade show earlier this year and it was well received by visitors. The move to improve our packaging supports our plans to extend our reach into national distribution, having recently appointed a number of partner distributors to help us realise our growth ambitions,” continued Charlotte Shaw.

Lottie Shaw’s was established by Charlotte Shaw, who hails from a baking family with more than a 100 years heritage and because she was so passionate about her family’s traditional Yorkshire Parkin recipe she decided to set up a new company and the Lottie Shaw’s brand was born. Charlotte packaged and marketed her handmade Yorkshire Parkin to bring a little piece of Yorkshire happiness into homes across the region and to encourage consumers to eat parkin as an all year round treat.