Bonn Relaunches Brand Identity, Aims At 2x Growth

Bonn has recently revamped its range of bread & bakery products including Brown bread, Atta bread Multi-Grain bread, White bread, Milk Pav, Pizza Base etc. They will come encased in a brand new look and improved packaging in the Delhi and Delhi-NCR regions, consolidating the brand’s identity. The new packaging incorporates many major design alterations inclusive of vibrant colours and a stripes pattern on the front panel that gives the entire bread range a premium appeal.  

The new design elements will be displayed across the entire product portfolio. Bonn expects this transition to a stronger brand identity and packaging to help them reach almost 2 times post-launch revenue in the future, aiming to touch Rs 1,000 crore turnover in the next 1-2 years. The Delhi-NCR market for bread and bakery has grown significantly post-COVID and Bonn managed to be in the top 3 bakery brands. The company's expected growth rate will increase to 30 per cent. Post-covid the size of the Delhi-NCR market grew remarkably because the demand for hygienically packed food increased. According to the recent data, approx. 12-15 lakh loaves per day are produced.

Director, Bonn Group of Industries, Amrinder Singh says, “At Bonn, we have been aggressively expanding our manifesto, portfolio and operations this fiscal based on our research of the Delhi market and the demand and supply of bread and other baked goods. Based on this, we decided to introduce an improved bread and bakery range to match the changing demand of the new-age consumers. With our premium range of healthy bread, we will be catering to the needs of every age group and also health-conscious people. Be it Bonn’s white bread for kids and youngsters or Bonn’s garlic bread for those with an international flavour palette, we have something for everyone. We are expecting 2x in revenue growth after this launch as we are aggressively marketing for it. We have built a strong ATL and BTL team that understands the market and the masses’ needs. Also, with the increase in the disposable income of people and the availability of our products on e-commerce platforms, we have currently observed a double-digit growth.”

“Besides that, our plans also included the consolidation of our brand identity across the entire bread range. As a baked products company, we understand the importance of good packaging and know how outdated packaging can hamper product sales. Hence, we also decided to upgrade our packaging to bring about a fresh, uniform, and premium appeal to the entire range. Other than offering stronger brand identity, the packaging also brings about the stronger brand recall is a happy bonus,” Amrinder adds. “We believe this change will also align our consumers to our new plans for the future. This is the future in which we envision growing at a CAGR of 30 to 35 per cent year-on-year growth.”