Warrens Bakery has opened its newly refurbished Truro store as part of a complete rebranding and refit project.
Warrens Bakery, which was founded in St Just in 1860 and is the oldest bakery in Cornwall, will be refitting and rebranding all 50 of their retail shops across Cornwall and Devon.
It is part of wider changes brought in by a new management team.
The rebrand has been part funded by the Cornwall & Isles of Scilly Local Enterprise Partnership's Growing Places loan fun.
It forms part of a £550k investment which will enable the total refit to be completed within 12 months - something that would otherwise have taken years to achieve.
Chris Pomfret, chair of the Cornwall & Isles of Scilly LEP, said: “Warrens Bakery is one of Cornwall and the Isles of Scilly’s best known and best loved brands. This investment will provide a major boost to their shops, which feature on many of Cornwall and Devon’s high streets.
"Not only will it ensure the business safeguards existing jobs, it will also create new ones as they grow. We are delighted to support them in this exciting venture.”
Currently the firm employs 435 people.
The refit of all the retail outlets is due to be complete by March 2015 and the shops that have benefited from the rebrand are already seeing a significant uplift in sales as a result.
Mark Sullivan, chairman of Warrens Bakery, said: “We are thrilled to have this support and endorsement for our new brand, which represents a fusion of 155 years of Westcountry heritage with contemporary retail excellence.
"As Cornwall's oldest commercial bakery and the world's oldest pasty producer, we are passionate about our master baker traditions. When people visit our stores to buy pasties, scones, saffron loafs, regional biscuits or other treats, we want them to experience something rich and authentic, where it all began.”