Deli Kitchen rolls out new Lebanese Style Flatbread and ‘Go Flat’ campaign

Bakery brand Deli Kitchen has launched a new Lebanese Style Flatbread to strengthen its core range, along with a new marketing campaign.

Deli Kitchen, owned by reigning Bakery Manufacturer of the Year Signature Flatbreads, said the latest innovation came as demand for world cuisine increases. It noted that 92% of British consumers are now eating global recipes at home, citing data from Mintel’s UK World Cuisine Market Report 2023.

The new flatbread is inspired by Khubz, a Lebanese staple traditionally consumed fresh daily, with Deli Kitchen claiming its own take on the recipe remains soft over its shelf-life. Available at Sainsbury’s stores nationwide (rsp: £1.50), it can be served wrapped, filled, or topped.

“The launch of the Deli Kitchen Lebanese Style Flatbread signals our desire to remain leaders in innovation in the flatbread market,” commented Tim Wittekind, head of brand, NPD & innovation at Deli Kitchen.

Previous NPD launches from Deli Kitchen include its Tear & Share Flatbread and Indian Spiced Wraps last autumn, as well as Sweet Cinnamon Wraps and Sweet Vanilla Wraps during the preceding summer season.

Flatbreads remain popular in out-of-home occasions too, with Greggs unveiling its new Spicy Mexican Bean and Pesto Chicken filled varieties in its 2024 summer menu, while Costa rolled out Chicken Shawarma and Tandoori Spiced Bhaji Flatbreads.

Looking to capitalise on its double-digit growth year on year, Deli Kitchen revealed investment in its first integrated campaign to help drive further growth and brand awareness ahead of its key summer sales period.

Deli Kitchen pointed to 2022 research from KitchenAid that found 59% of respondents in the UK and Ireland were cooking the same six meals a week on repeat.

Featuring eye-catching visuals imaging a world where people literally go flat, the ‘Go Flat’ campaign challenges consumers to break out of their everyday routines and try something new. A 20-second TV and social film will be displayed OOH, digital OOH, and on social media until the end of August.