Six Roberts bakery products are to be available in 2,200 stores and forecourts through wholesaler Booker.
The business said the distribution to 1,600 franchises trading under the Londis symbol group, 350 Londis forecourts and 250 Budgens stores marked its first nationwide convenience store coverage.
Three 600g Roberts bloomers – Heroic Wholemeal, Wondrous White and Seriously Seeded – will be available alongside its Medium, Thick and Mega Thick soft white loaves, all with a £1.39 rsp. The roll-out will be supported by in-store promotions and marketing activity.
The listings follow a relaunch of the Roberts brand 18 months ago that included bold new branded and the roll-out of the bloomer loaves.
“We set out to shake up the category and we’re pleased to say we’re doing just that,” said Roberts managing director Stuart Spencer-Calnan. “We’re continually developing our product range and the way we operate to encourage people to look differently at bread and bakery.
“We are delighted to secure yet more national stockist listings with two of the most prominent players in the convenience store sector. It comes hot on the heels of UK-wide multiple retailer wins and further strengthens our position as a national brand.”
From its bakeries in Cheshire and Derbyshire, Roberts serves all major supermarkets and local convenience stores across the UK, employs 900 people and is still run by the fourth generation of the Roberts family. In 2017, it celebrated 130 years of baking history and knowhow.