Jacksons of Yorkshire Tiger Bloomer in packaging

Source: William Jackson Food Group

Jacksons of Yorkshire has secured nationwide listings in Morrisons for its new Tiger Bloomers.

The loaves have been launched in partnership with ‘one of the nation’s most famous tigers’ – The Tiger Who Came To Tea. Colourful artwork from the Judith Kerr children’s book is featured on the packaging, while the loaf inside is said to have the ‘same premium qualities of a Champion Bloomer with the addition of a crusty, tiger topping’.

Jacksons Tiger Bloomer in packaging at a kids party

Source: William Jackson Food Group

The 800g bloomers are available now at a promotional price of £1.50. Listings in Ocado and Booths are set to follow in the coming weeks.

As with all of Jacksons of Yorkshire’s products, the Tiger Bloomer is palm oil free and a source of vitamin D and calcium.

“Jacksons of Yorkshire has enjoyed growth across the range in the last couple of years and our Tiger Bloomer feels like a great addition,” said Ben Stone, category insights manager at Jacksons of Yorkshire, which is part of the William Jackson Food Group.

“The market for tiger bread is worth £93m and is growing 16.8% [Nielson 52 w/e 2 December 2023] in unit sales year on year, bucking the trend compared with the total pre-packaged bread market, which is in decline. When looking to expand our portfolio, the data, coupled with consumer feedback, demonstrated that a tiger loaf was the obvious next step.”

Stone added that as a brand which is “weighted more heavily towards families” Jacksons of Yorkshire is looking for ways to extend that reach so partnering with The Tiger Who Came To Tea is a great way to achieve this.

Jacksons is a fan of colourful packaging driven by partnerships with other organisations as evidenced by last year’s ‘Feeding Creativity’ campaign. The campaign saw it team up with UK charity Create to offer art-themed prizes for schools and families as well as sponsoring a series of workshops designed to support young people facing challenges during the school holidays.

The baker also unveiled a JOY (Jacksons of Yorkshire) Farmhouse range in March last year in reaction to the cost-of-living crisis. The range comprised wholemeal, white and multiseed and grain farmhouse loaves sold at a lower price than the standard Jacksons line-up.