Publication date: Wednesday 18 February 2026
Editorial submissions deadline: Wednesday 28 January 2026
Editorial contact: dan.riley@wrbm.com
What’s really happening in the wrapped bread market? This feature will find out as it dives into the acquisitions, administrations, and success stories of the past year.
Key areas this article will explore include:
- How has the wrapped bread market performed over the past year?
- What consumer trends are shaping demand for wrapped bread (health, convenience, premiumisation, price sensitivity etc)?
- What are the biggest challenges facing wrapped bread producers right now?
- Are private label or branded products gaining ground? Why?
- What does the recent activity – including the ABF and Hovis merger, and Roberts Bakery entering administration – tell us about market conditions?
- How are other businesses in the market performing?
- Which wrapped bread brands or businesses have thrived this year and why?
- There has been a lot of change in the market, so what is the current ranking of Britain’s top bread brands?
- Where do you see opportunities for growth?
- How do you expect the wrapped bread market to evolve in the next 12 months?
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