Deli Kitchen is tapping into demand for high protein bakery items with the launch of a new range at Morrisons stores across the UK.
The Signature Flatbreads-owned brand said that recent research had fuelled healthy demand for its latest products – Protein Banana Pancakes, Protein Folded Flatbreads, and Protein Wraps.
It pointed to Kantar’s ‘Defining Better’ 2024 report, which found that 42% of survey respondents were interested in seeing more high-protein grocery products. Vypr data from June 2024 was also highlighted, with results from a questionnaire revealing that 80% of consumers said they would buy a bakery product with added protein.
Deli Kitchen’s new Protein Banana Pancakes (rsp: £2.25 for a four-pack) offer shoppers a sweet treat that is HFSS compliant and high in protein, with each pancake containing 8g of whey protein, the brand said.
As a latest addition to the fast-rising flatbread category, the new Protein Folded Flatbreads (rsp £2.20 for a four-pack) are a versatile and vegan-friendly product, rich in fibre and containing 13g of protein in each item.
The tortilla market, meanwhile, is predicated to grow 5.2% by 2028, according to Knowledge Sourcing Intelligence forecasts, noted Deli Kitchen. This demonstrates opportunity for range expansions and innovation in the category, it said, adding that its new Protein Wraps offer consumers an accessible product to incorporate extra protein into their existing meal occasions. The wraps (rsp: £1.85 for a six-pack) are also vegan-friendly and a source of fibre with 10g of protein in each.
“Innovation is at the core of everything we do at Deli Kitchen,” commented head of brand, NPD & innovation Tim Wittekind. “Our goal is always to get ahead of consumer demand by creating products that make our customers’ lives easier and tastier, and this new protein range does exactly that.”
The protein trend has given rise to numerous other bakery NPD this year. Warburtons bulked up its own protein range last month with new flatbreads as well as soft pittas. This followed fellow bread brand Jason’s Sourdough coming out with a High Protein Loaf earlier this year.
Bakery supplier Myprotein unveiled new Protein Pancakes, Bertie’s Bakery in Northern Ireland secured a listing with the Henderson Group for its two high protein rolls varieties, Stoats added protein oat bars in two different flavours to its range, while HFSS-compliant frozen toaster waffle specialist Griddle debuted a new protein range at the start of 2024.
Deli Kitchen claims to be enjoying sales growth of 30% year-on-year. Its parent company, Signature Flatbreads, is also primed for continued expansion with the recent announcement that it is investing over £150m to help drive innovation and increase production capacity at its sprawling site at Chiltern Park Industrial Estate in Dunstable.
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