A nutrient-rich bagel, a free-from cake slice, and a two-layer flatbread are among the products from UK bakery brands gaining new retail and wholesale listings.
The latest distribution deals help the companies expand their reach to more customers across the nation, and in some cases to completely new market sectors.
Check out the details on the listings for the handful of brands below:
Dina Foods
A selection of flatbreads and baklawa from Dina Foods are being made available to consumers across England and Wales via Ocado Retail. Items include White, Wholemeal, and Large White variants of its signature Paninette range – traditional stone-baked Lebanese flatbread made using a bespoke milled flour mix – as well as Sourdough Toasty Pittas and handmade baklawa (in 200g packs).
The new listings are said to help accelerate expansion at the London-based Mediterranean food specialist, adding to its presence in UK supermarkets, foodservice and wholesale channels.
HeyLo!
Leeds-based functional bakery brand HeyLo! has continued growing its retail distribution with a new listing at Whole Foods Market for two of its core chilled products – part of a four-strong range launched last month at Planet Organic.
Rolling out at Whole Foods Market stores across London are the Seeded Bagels (rsp: £5.99, two-pack) and Seeded Loaf (£7.99, 450g). Both are designed as smart alternatives to everyday bakery staples, delivering more fibre and protein with less sugar. “Whole Foods shoppers are incredibly engaged with nutrition, ingredients and product quality, so it’s a natural home for HeyLo!,” said founder Heidi Normanton.
The UK branch of American supermarket chain Whole Foods Market recently unveiled a new store in Angel with another opening this week on Liverpool Street and plans for four more across the capital by the summer.
McGhee’s
Soft morning rolls from McGhee’s Bakery have hit shelves of Morrisons stores across Scotland. These are available either in six-packs or four-packs for their counterparts made with sourdough.
The regional listing follows a successful introduction of the rolls to 23 Morrisons across Glasgow, the hometown of the fourth-generation family-run manufacturer. It is expected to see rolls production increase from 5,000 to 15,000 packs per week.
McGhee’s, which recently promoted a pair of Gen Z employees to senior leadership roles, was ranked the second ‘most chosen’ Scottish brand in Scotland last year, behind Irn Bru. Shoppers are reported to be buying its bakery products an average of nearly 11 times per year, with soft morning rolls alongside potato scones noted to be “among the products driving that growth”.
Ole & Steen
Having introduced a range of sweet treats to the Waitrose in-store bakery offering last November, Ole & Steen has now secured Ocado listings for its breads and pastries.
Among the Danish brand’s savoury products now available via the nationwide online retailer are a Sourdough Loaf, Copenhagen Sourdough, Chia Rye, Salt & Pepper Roll, and Seeded Sourdough Roll. Pastries include a Croissant, Almond Croissant, Apple Danish, Cinnamon Swirl, and its signature Cinnamon Social (Whole).
Ole & Steen currently operates 26 bakery cafés in and around London. Graham Hollinshead, UK managing director of Ole & Steen, described the Ocado listing as a “natural next step” in how it is growing the brand in the country, adding that “it reflects the incredible demand we have seen beyond our store doors”.
We Love Cake
Free-from bakery specialists We Love Cake has launched two new individually wrapped cake slices into foodservice distributor Central Foods.
Available in Raspberry Ripple and Chocolate Orange – the latter a finalist in the Free From Bakery Product of the Year category in 2025 – the slices are gluten, wheat and milk free, offering operators a simple way to cater for a broader range of dietary requirements without adding complexity to menus.
The single-serve format supports grab-and-go and impulse-led occasions, particularly in high-footfall environments where speed and consistency are key, noted We Love Cake. The brand is produced by Cumbria-based sweet bakery manufacturer Bells of Lazonby, which is celebrating its 80th anniversary in 2026 and last year completed a £1m expansion project.
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