Bakery supplier Rich’s has rolled out a new range of thaw & serve sweet treats for the UK convenience channel.
The range of cookies, muffins, and buns is said to have been developed to bring true coffee shop quality to in-store bakery fixtures at c-stores.
It is also designed to help retailers capitalise on continued growth of the sweet bakery market, valued at £2.7bn following a 10.3% year on year increase [Kantar data, 52 w/e 29 December 2024]. Opportunities in the category – including via the likes of cookies and muffins – were recently highlighted in a report from Nestlé Professional, which is continuing its partnership with Rich’s to co-manufacture bakery products featuring its chocolate bar brands.
Rich’s new line-up of bestselling category treats consists of milk chocolate, triple chocolate, white chocolate, and oat & raisin cookies; cinnamon buns; and milk chocolate and blueberry muffins. Cookies come in four-packs, while muffins and buns come in two-packs with rsp ranging from £2.35 to £2.75 per pack.
Delivered frozen in retail packaging, products simply needs to be defrosted for two hours and date coded before selling instore. Once defrosted all products have a five-day shelf life, which Rich’s notes said helped minimise waste and maximise customer satisfaction.
“The sweet in-store bakery market is evolving – it’s no longer just for stores with baking facilities,” commented Dez Paterson, commercial director at Rich’s.
“Rich’s has developed a convenient and indulgent solution that enables convenience stores without in-store bakeries to offer high-quality bakery products. Our bespoke research shows that customers have many shopping missions in convenience stores – whether it’s a treat on the go, a pick-me-up between meals, or something to share at home. We’re helping retailers stay relevant with products that deliver on quality, convenience, and indulgence,” added Paterson.
As part of £4.3bn global food manufacturer Rich Products Corporation, Rich’s UK operations are focussed at its purpose-built bakery on a 13-acre site in Andover, which was opened in 2019. The BRCGS-accredited factory produces both sweet and savoury bakery ranges for the retail and foodservice sectors, including gluten-free pizza and pinsa bases launched earlier this year at a time when the company was celebrating its 80th anniversary.
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