MEDFORD, ORE. — Wolferman’s Bakery, a Harry & David brand and part of the, Inc. family of brands, has unveiled a new bakery positioning. As part of its initiative, Wolferman’s has created an updated logo and is more actively promoting its full online bakery.

In 1888, Wolferman’s started as a corner grocery store in Kansas City. By 1910, the company was baking what would become its signature product: super-thick English muffins. Today, the company’s online bakery offers fresh sweet and savory items baked daily, from coffee cakes and quiche to brownies and sweet rolls.

“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,” said 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 said “bakery” is brought front and center as part of an updated logo, which features a soft font and airy graphics to convey what the company describes as “the warm and inviting nature of the brand.” In addition, the company is incorporating bakery phrases and terminology, such as “Baker’s Tips” and “Inside Scoop,” across all its traditional and digital marketing channels.