Signature Flatbreads to use weak pound to drive European sales

Bedfordshire-based wraps and naans manufacturer Signature Flatbreads is aiming to expand its exports business in Europe.

The company currently supplies a number of European countries but is planning to take advantage of the weakened pound to ramp up its overseas sales, it exclusively revealed to British Baker magazine.

Signature currently supplies naan breads, tortilla wraps and chapatis to major UK supermarkets, and also exports to countries including Russia, Ukraine, the Middle East and China.

Around 6% of its turnover is currently generated by products exported into Europe, and the company hopes to grow this to around 10%.

Signature has exhibited at European trade events including the Private Label Manufacturers Association World of Private Label show in Amsterdam in May, and will be at SIAL in Paris later this month.

The business, which was formed following the acquisition of Honeytop Speciality Foods by Aryzta in 2011, has received enquiries from France for its crumpets and aims to put its breads on the shelves of major European supermarkets.

 “Through our links with our partner Aryzta, we have access to distribution opportunities that they currently have,” Signature Flatbreads joint-MD William Eid told British Baker.

“It’s an interesting position that we have due to the pound being weak.”

The business has been recognised for its growth after recently being crowned Bakery Manufacturer of the Year at the Baking Industry Awards in September.

“We feel the company is just beginning to flourish in terms of its potential and it’s a great story for the British industry,” added Eid.

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