Brace’s Bakery has launched a new Welsh Fruit Loaf into Tesco stores across Wales this month.
The bakery firm, based in Crumlin, Newport, has developed a 400g toaster-friendly fruit loaf, based on the traditional Welsh bara brith, which translates as “speckled bread” because of the sultanas and raisins scattered throughout the bread.
Scott Richardson, sales and marketing director at Brace’s, said: “Our continual research indicates that bara brith continues to be a favourite with Welsh consumers and we are always keen to deliver something new to the bread fixture.
“We have tweaked and updated the traditional recipe a little, with a loaf that is ready-sliced for convenience. We envisage it being an affordable anytime snack for the whole family.”