Spar is aiming to tap demand for wholemeal by adding new speciality breads to its own-label range.

The convenience chain has added three new products: a wholemeal tortilla wrap (£1), mixed herb tortilla wrap (£1) and wholemeal pitta bread (80p).  Each speciality bread is vegan-friendly and sold in a 70g pack of six.

The lines have been designed to be healthy, convenient and good value for money, said the company.

“We know wholemeal is driving the category because of its nutritional benefits and, by capitalising on the performance of the entire own-label range of speciality bread and sandwich alternatives, the introduction of these three new products will give the category a boost,” said Myles Mersh, Spar UK assistant brand manager.

Own-label products are dominating flavour innovation in the speciality bread category, added the company.

“We are building on our strong performance in the bread market, which is currently trading up 4%. The range is now even more competitive and in line with the market.”