Famed for its sticky buns and sausage rolls, the oldest baker in Sussex has been forced to change its image for a new generation of health conscious eaters.

Forfars, founded in Brighton more than 70 years ago, has unveiled a new logo to reflect the healthier eating habits of its customers.

The company has started refurbishing its 22 shops and calling them Fresh from Forfars.

The company said the name-change highlighted the fact most of its products were made at its bakery in Home Farm Road, Moulscoomb.

It also took into account people's changing shopping and eating habits.

To survive the company has had to introduce a range of healthy foods like "low GI" bread, fruit salads, and pasta salads, alongside calorific favourites.

It has also had to introduce more "take away" products like sandwiches and freshly-ground coffee to counter falling demand for traditional items.

The spread of supermarkets has forced bakers to adapt. Bread used to be Forfar's core business - now it accounts for less than 10 per cent of sales.

Managing director Tim Cutress, whose family has run the business since 1936, said the new image was a departure from the company's roots.

He said: "The idea is to keep our existing customers, which is why we have kept the Forfars name, but attract new customers at the same time.

"You have to change to survive. Bread used to account for 30 per cent of our sales but now people will only buy a loaf if they have forgotten to buy it at Tesco."

Forfars employs more than 300 staff, making it one of the largest family-run business in Brighton. The Cutress family has been milling in Sussex since the 1500s.

Forfars has ten shops in Brighton and Hove and 12 more stretching from Lewes in East Sussex to Bognor Regis in West Sussex.

Its bakeries in Dyke Road, Seven Dials, pictured, and Montague Road, Worthing were the first to be given the new look.