Branding: Matthew Walker rolls out puddings brand.(Northern Foods PLC)(Brief article)

Northern Foods is relaunching Christmas-pudding maker Matthew Walker as a consumer-facing brand.

Matthew Walker, which is the oldest baker of its kind in the world, previously made puddings only under own-label or for other brands, supplying nearly 90% of the UK market. It was bought by Northern Foods in 1992.

The brand's identity and packaging have been created by Brandopus, and the first puddings to be launched under the Matthew Walker name will be in-store from next month.

The products will be aimed at the premium end of the market, with the company claiming they will be the best mass-market Christmas puddings available.

'There is a …