Bakery brands have secured regional and national retail listings for their products including pies, sandwiches, pizza, crackers, brownies, biscuits, scones and more.
Many are extending existing partnerships with new savoury or sweet items, while others are aimed at lunchtime occasions via meal deals or corporate catering.
Check out our round-up of new bakery listings below:
Shapes, Arnott’s
Having launched Tim Tam chocolate biscuits on UK shelves in 2024, Australian manufacturer Arnott’s has now secured listings for its savoury snacking favourite – Shapes.
Packs of oven-baked crimped crackers (rsp: £2.50) in three flavours of Chicken, Barbecue, and Pizza are now available at Waitrose and Morrisons stores and via Ocado.
Research conducted by The Arnott’s Group found that 86% of surveyed UK consumers enjoy snacks from other countries, while nearly three quarters bring food home from holidays abroad.
Cake bars and sponge slices, Balconi
Italian bakery brand Balconi has expanded its retail presence in the UK with the launch of new cake bars and sponge slices at Tesco and Asda stores.
Both formats comprise sponge layers and creamy filling – available in flavours of Cocoa Cream and Milk Cream – with the cake bars also featuring a chocolate coating.
Balconi was founded by the Balconi family in 1953 in Nerviano, near Milan, and was acquired by Dublin-headquartered manufacturing group Valeo Foods in 2015.
Pies and scones, Brownings the Bakers
Kilmarnock-based bakery firm Brownings has unveiled two different partnership extensions with retailers in Scotland.
The first sees it gain additional listings for a trio of its pies at Asda – the Big Kilmarnock Pie, Belter Bridie, and Steak & Haggis Pie – which join the Kilmarnock Pie already stocked. The fourth-generation family-run business landed a £1m supply deal with Co-op for three of these pies last October.
Brownings also saw three new traditional scone lines roll out on Sainsbury’s shelves at selected stores in Scotland. These include Tattie Scones (six-pack), Sultana Oven Scones (four-pack), and Cherry Oven Scones (four-pack).
Back in April, another new listing for Brownings saw its range of baked goods including tattie scones, empire biscuits, oven scones, and yum yums brought to nine Co-op stores across North Ayrshire.
Empire biscuits and shortcake, McGhee’s
Glaswegian bakery supplier McGhee’s has seen its empire biscuits and caramel shortcake (rsp: £1) become available as part of Tesco lunchtime meal deals in Scotland.
The move comes as results from research on 1,000 Scottish adults in May found 36% believing that the jelly tot atop the iced biscuits – affectionately known at McGhee’s as a ‘joob joob’ – was the most important part to eat first.
“For me, the best way to eat an empire biscuit is to break it in half, so you get one side with the jelly sweet and one without. That way you get the full experience,” commented MD Gorden McGhee, who claims to have single-handedly placed more than five million ‘joob joobs’ on empire biscuits during his younger years employed at the 90-year-old family firm.
Just Eat platters, Sandwich Sandwich
Food-to-go chain Sandwich Sandwich has launched a range of platters for delivery to London offices via Just Eat for Business. Among the shareable options are platters of sandwiches, wraps, and salads, as well as breakfast bundles featuring bacon baps, sausage rolls, muffins, croissants and more.
The partnership coincides with data from Just Eat that reports a 33% increase in sandwich orders year-on-year during 2024. “Sandwiches are a staple of the British working lunch, but Sandwich Sandwich has taken that familiar format and turned it into something people actively get excited about,” said Just Eat for Business MD Tom Baxter. “As more businesses look for simple, high-quality ways to feed teams in the office, this partnership brings one of the UK’s most celebrated sandwich brands directly into the workplace.”
Sandwich Sandwich has continued to expand its retail estate in the capital, opening a first-ever pop-up at Paddington Station and a Grab & Go store near Liverpool Street earlier this year.
Chocolate date brownie, Teffie
Free-from health brand Teffie has secured a listing at 20 Co-op stores across the Midlands for its Chocolate Date Brownies (rsp: £2 each).
First unveiled in 2024, the snacks are built around the ancient African grain teff. As well as being free from artificial sweeteners, emulsifiers, and all 14 major allergens including gluten, the brownies have a low in Glycaemic Index with each bar containing less natural sugar than a banana and more fibre than four prunes. They can also be found at Planet Organic Stores, Soho House, and on Amazon.
Pizza and pizzettas, White Rabbit
New national listings with Asda have been announced by gluten-free specialists White Rabbit. Entering frozen aisles at 522 stores are its Prosciutto Ham and Mushroom Pizza (rsp: £4) and single-serve format pizzettas (£2.50) in Margherita or Pepperoni varieties.
“Securing an ASDA listing is an exciting step for us as a brand, helping us to bring our carefully crafted, no compromise gluten-free recipes to an even wider audience,” said White Rabit co-founder and CEO Nick Croft-Simon, who noted the brand was now available in all major UK retailers apart from Lidl and Aldi.
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