WC Rowe Ltd, the Falmouth based company with over half century's experience in baking, has strengthened its position as a leading manufacturer and retailer of Cornish pasties with the launch of a new retailing concept, Pasty Heaven.

Pasty Heaven is a new concept that has been created by Rowe's to provide a contemporary and quality café and retailing experience for premium pasties, savouries and cakes.

Rowe's plans to open 15 Pasty Heaven stores across the South West by 2012 and the first Pasty Heaven opened this month in Torquay.

Located in busy shopping areas in towns throughout the region, a distinctive and striking brand identity has been created for the Pasty Heaven stores.

Mark Brown, WC Rowe: "This new Pasty Heaven brand is part of our strategy to continue to grow the Rowe's business throughout the South West."

Each Pasty Heaven store will have a stylish and eye-catching store front using nostalgic black and white photographs to portray the strong heritage of pasties in the region.

The contemporary café interior with cool furnishings has been designed to appeal to those looking to enjoy quality food in a modern and stylish bistro environment.

Rowe's will be supporting the store openings with an extensive marketing and promotions campaign. A number of activities including direct mail, advertising, sales promotions and PR will be undertaken to generate interest and maximise sales.

In the last seven years WC Rowe has seen significant business growth, increasing turnover from £5m to £20m (2007).

From their bakery in Falmouth, Rowe's supplies pasties, savouries and cakes to supermarkets and convenience stores nationwide, in addition to the 15 branded Rowe's bakery shops throughout the region.

The new Pasty Heaven concept targets a new market and WC Rowe anticipates a 10 per cent growth in 2008 from this new initiative.

"This new Pasty Heaven brand is part of our strategy to continue to grow the Rowe's business throughout the South West," said Mark Brown, sales director at WC Rowe.

"As we are a passionately Cornish company it may seem unusual to have our first store in Devon rather than Cornwall, but we believe this launch provided us with the perfect opportunity to jump the divide and provide a premium offer in our adjoining county.

"Further sites throughout the Westcountry are currently being assessed to meet our plans to roll out more stores this year."