A new partnership is helping to modernise a traditional family bakery.
Leeds Beckett University (LBU) has teamed up with Haighs Bakery in Guiseley through a Knowledge Transfer Partnership (KTP) to deliver fresh branding, new product lines, and social media growth.
The collaboration has also launched a “Master Baker Experience” as part of wider efforts to support long-term sustainability and growth.
Funded in part by Innovate UK, the first six months of the partnership have already delivered visible results.
Dr Catherine Ashworth, academic lead on the KTP, said: “In only six months the KTP has already brought significant value and impact to Haighs.
“Katie is doing a fantastic job as KTP associate – the new Too Good to Go surprise bags are consistently selling out, and the new low-carb thins bread sold out within a week and has already achieved five-star customer reviews.”
A new Vietnamese bakery line is in development, with 120 LBU master’s students contributing to a strategic brand plan through a consultancy pitch competition.
Thinn Lei Yee, part of the winning student team, said: “Taking part in the Haighs consultancy project and pitch competition was such a valuable experience.”
Katie Johnson, strategic and digital marketing lead at Haighs, said: “Thank you so much for running the live project. Haighs really got a lot out of it – and the students brought some great new insights and ideas to the business!”
Adam Haigh, managing director of Haighs, praised the partnership.
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He said: “We’re happy to change, we’re learning new things and getting our eyes opened.”
Established in 1950, Haighs Bakery produces bread, fresh pastry goods and cakes, serving clients such as shops, schools, universities and takeaways.
