According to Albany, consumers tend to gravitate towards brands that they trust; this trust is built on the foundation of the quality of the product and brand innovation.

"Traditionally, South Africans are brand loyalists. They will eat and trust Albany bread because their family has done so for generations. However, our consumer base is shifting towards a generation that values innovation and product quality. If companies do not embrace this, they run the risk of losing customers," says Lorraine de Graaff, marketing director at Albany.

The brand says that the trust that consumers have in brands is based on the memories that were created with those brands. Another significant factor that influences the consumers' purchasing decisions is product integrity.

"Refreshing our packaging is a major step for the company," says de Graaff. "One of the most important factors that come into play is: will the trusted product, that you regard as your favourite, still be the same after any change?"

"Albany promises its loyal customers that the quality of the product that they have trusted over the years has not changed," de Graaff adds.

"The love that Albany Bakeries has for the community is something that corporate South Africa can draw inspiration from," says Richard Seegers, director of Bergefarrell Design, which was in charge of the design of the new packaging.

"Its vision and mission of 'feel the love, feel the freshness' is really embodied in the work that they do. It is not just a value that the company has; they live it. We drew on this for the inspiration of the new packaging that consumers will see in the future," adds Seegers.

Albany says that over the past 50 years, the brand has shared a lot of wonderful memories with South Africans.

"The modern consumer is an experience-based consumer. Loyalty is given to brands that enhance the customer experience. Consumers value brands that allow the public to interact with it and become a part of the brands journey and story," says De Graaff.

"Albany is 50 years old. That is 50 years of celebrating and growing together. Albany now has a fresh, new look," concludes de Graaff.

For more information, visit www.albany.co.za. You can also follow Albany on Facebook, Twitter or on Instagram.