History - Known to consumers already, has been around for many years and can be expected to provide a reasonable sense of quality. This will allow it to launch into a new brand identity successfully.
Family & Local ties - Due to being a brand that has 'real' ties to New Zealand, through a generation of bakers it could be considered that it is automatically trusted.
Flavour Choices: Due to having a range of relatively traditional flavours, while this could provide for an exisiting customer base it could also limit the brand aswell. Although venturing into new/modern flavour ranges could also not be sustainable over a long term.
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