Speciality bread brand Deli Kitchen has launched six new products that tap into trends for world flavours and better-for-you baked goods.
The new items, which are available exclusively at Tesco stores, include a Flame Baked Indian Spiced Naan, Pinsa, Colombian Style Buns, Rye Snack Breads, Cinnamon, Raisin & Oat Snack Breads, and Protein Crumpets.
They are said to have been created to take advantage of the growing ‘bakery beyond core bread’ sector (everything wrapped excluding bread and rolls) which is currently worth £846m and making up 17.3% of all occasions within the total wrapped bread category [Nielsen EPOS data, 52w/e 22 March 2025]. In 2024, the subcategory increased value sales by 5.7% and volumes by 2.8%.
The two new larger breads are tailored for the growing popularity of home entertaining and group dining, noted Signature Flatbreads. The long-fermented Flame Baked Indian Spiced Naan (rsp: £2.20 | two-pack) reflects the continued popularity of Indian cuisine in the UK, while the Pinsa (rsp: £2.20), is made with sourdough and extra virgin olive oil and taps into the nation’s appetite for Italian food.
The new Colombian Style Buns (rsp: £2 | four-pack) are based on traditional cornmeal-based arepa, which the company predicts will provide an intriguing alternative to buns and baps during BBQ season.
Meanwhile, the Rye Snack Breads and Cinnamon, Raisin & Oat Snack Breads (both rsp: £1.50 | six-pack), which offer high-fibre and low-calorie options for health-conscious consumers seeking quick meals. They also look to meet growing demand for sandwich alternatives, up 4% year on year [Kantar Usage data, 52 w/e 29 December 2024].
Lastly, the Protein Crumpets (rsp: £1.50 | six-pack) build on the success of Deli Kitchen’s Protein range, launched last October.
“The traditional bread aisle has long been ripe for a refresh,” says Tim Wittekind, Deli Kitchen’s head of brand, NPD & innovation. “The old saying may make us think that sliced bread is the stronghold of the category but, in reality, there’s so much scope for growth by offering up the variety and inspiration that shoppers are hungry for.
“Tesco is ahead of the curve with these exciting new products – allowing the whole category to attract shoppers across the UK looking for fresh ideas for breakfast, lunch and dinner. We’re confident this is just the start of a bakery aisle revolution across all supermarkets,” added Wittekind.
Deli Kitchen is now the UK’s bestselling flatbread brand [Nielsen EPOS data, 52 w/e 22 March 2025], and is produced by Dunstable-based manufacturer Signature Flatbreads.
Following on from winning Bakery Manufacturer of the Year in 2023, Signature Flatbreads reported a 16.1% jump in turnover to hit £330.5m in its most recent financial year to 27 July 2024. Last August, it announced plans to invest £150m to increase capacity and expand its product range, with more than 500 jobs expected to be created in Dunstable as a result.
No comments yet