Eight vehicles from the 90-strong fleet have been revamped so far, with the rest due to receive their makeover during 2020.
The revamp was managed by vehicle graphics specialist AST Designs, which worked with Roberts to design and print the vehicle wraps.
The design features the Early Bird mascot with a number of phrases, including ‘going against the grain’, ‘shaking up baking’ and ‘challenging stale thinking’.
“We recently invested heavily in a radical rebrand and this is the latest stage of its roll-out,” said Stuart Spencer-Calnan, managing director at Roberts Bakery.
“Our delivery fleet covers thousands of miles every day and is seen by so many people. So, it’s essential that the modern, innovative, next-generation brand that we now are is communicated through all touchpoints and channels.”