Danish bakery firm Ole & Steen has launched a Brød of the Week campaign.
The eight-week campaign aims to showcase the company’s range of Danish-style loaves while highlighting some new specialist summer breads.
Recent seasonal additions to its bakery line-up include the Sønderjysk loaf, the Christianshavner loaf, the Chia Rye loaf, and the Garlic & Herb Tear ‘n’ Share.
Sønderjysk is a soft and light rye bread baked with both rye and wheat flour that has a mild, malty flavour. Meanwhile, Christianshavner is made from wheat flour and seeds and topped with oats, offering a crisp crust with a moist crumb.
The Chia Rye loaf comprises both rye and wheat flours along with rye kernels, and is covered in chia and sunflower seeds. Lastly, the Garlic & Herb Tear ‘n’ Share features soft and fluffy milk bread rolls glazed with garlic and herb butter.
Loaves are handmade from scratch at night and then freshly baked each morning. Priced from £4.95, they are available now in stores and via Deliveroo.
“Since Ole & Steen opened its first bakery in the UK, our aim has always been to give our guests a taste of Denmark,” said Ole & Steen interim managing director Tim Selby.
Promotional activities for the campaign will be run on social media channels and in-store, including recipe cards for customers to takeaway.
Four sandwich recipes have been created featuring the four different Brøds of the Week, which are being offered during the corresponding fortnights when each loaf is promoted.
For example, the last two weeks saw the Ultimate Cheese Sandwich recipe given out, starring Christianshavner bread. The suggested filling is Cheddar cheese, red onion chutney, radish, lettuces, and celery.
In March, Ole & Steen opened its 26th UK bakery store in Kingston-upon-Thames, which marked a doubling of its estate in London and surrounding areas over the past three years.
The following month, the business introduced a Grab & Go concept at its Jubilee Place Mall outlet in Canary Wharf, which currently remains in a trial phase. The initiative offers commuters and residents an opportunity to pick up freshly baked treats, breakfasts and lunches on the go, helping to improve convenience during peak rush hours.
The Brød of the Week campaign is said to be is part of the brand’s wider commitment to growth and trialling new concepts this year. “We plan to re-invest and focus our energy on our existing properties to ensure the Ole & Steen experience is consistent wherever our customers are,” Selby added.
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