Baker Street is aiming to tap into consumer demand for simpler ingredients lists with new reformulated recipes for its burger and hotdog buns.
The brand, which is owned by St Pierre Groupe, has removed the emulsifiers, acidity regulator, and flour treatment agent from four recipes resulting in a ‘much shorter and simpler ingredients list’.
The updated recipes, which are rolling out across the retail, wholesale and convenience channels, apply to the following Baker Street products:
- 6 Burger Buns
- 6 Seeded Burger Buns
- 6 Mega Seeded Burger Buns
- 4 Hot Dog Rolls.
Notably, the reformulation has slightly reduced the shelf life of these items, but the brand assures it still offers significantly longer shelf life to retailers now on improved products.
| Baker Street 6 Burger Buns |
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Previous ingredients list: Wheat Flour, Water, Sugar, Yeast, Sunflower Oil, Acidity Regulator (Sodium Acetate), Flavouring, Emulsifiers (Mono-and Diglycerides of Fatty Acids, Sodium Stearoyl-2-Lactylate), Malted Barley Flour, Flour Treatment Agent (Ascorbic Acid), Salt |
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Updated ingredients list: Wheat Flour, Water, Sugar, Yeast, Rapeseed Oil, Flavouring, Salt, Wheat Gluten, Deactivated Yeast, Acerola Powder |
Baker Street said the move responds directly to growing demand for less processed foods, pointing to research which found that half of UK shoppers are actively choosing more natural, minimally processed options [Innova Market Insights – UK consumer trends]. A further 61% reported concerns about ultra-processed foods and their impact on diet [FSA ultra-processed foods research 2022].
Alongside the recipe improvements, the brand has undergone a refresh designed to ‘better communicate the evolution of the range’. The updated packaging features a clean, modern look with a ‘more everyday bakery’ aesthetic as emphasised by the tagline ‘for the joy of everyday’. This, according to the brand, places greater emphasis on versatility and real-life usage occasions, reflecting how consumers incorporate the products into their daily routines.
“We know shoppers are increasingly looking for products with simpler ingredients, without compromising on quality or convenience. This reformulation is about striking that balance – improving the recipes while maintaining a competitive shelf life that retailers and consumers value,” explained Gill Riley, VP of marketing at St Pierre Groupe.
“The brand refresh brings this to life on pack, with a more natural and contemporary look that better reflects the quality of the product and how it fits into everyday occasions. Together, these changes mark an important step forward for Baker Street as we continue to evolve the brand in line with shopper expectations.”
Baker Street isn’t the only brand to embrace the cleaner label trend. Gluten-free specialist Genius Foods, for example, rolled out a range of breads last year which is free from artificial preservatives, flavourings, and emulsifiers. Retailer M&S, meanwhile, launched its ‘Only… Ingredients’ range of products, including several bakery lines, which all have fewer than six ingredients. However, the roll out sparked a new round of debate among industry and consumers around the pros and cons of the types of ingredients used in food production.
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