Family-run bakery business Sheldon’s has seen demand soar by almost a fifth thanks to World Cup excitement and the heat wave.
The Manchester-based firm, which supplies supermarket customers including Aldi, has reported overall demand for its products rose 19% year-on-year during the opening weeks of England’s World Cup campaign.
BBQ favourites are up 20% overall, with hot dog rolls proving a fan favourite at 24% growth. Demand for traditional burger buns increased by 11% over the same period, and Sheldon’s Oven Bottom Muffins have increased almost 19% year on year as people swap traditional burger buns for this alternative.
With England’s World Cup quarter-final and the Wimbledon finals falling this weekend, Sheldon’s director Sarah Sheldon said the business was gearing up for what could be one of its busiest weekends of the year.
“Our teams will be baking right up until kick-off to make sure retailers have everything they need for what promises to be a huge weekend,” she added. “As a family bakery, it’s always special to see our products at the heart of big occasions, whether that’s a family BBQ or friends getting together to watch the game.”
The summer boom comes as Sheldon’s continues to expand, last month announcing plans for a new manufacturing facility in Manchester, due to open in early 2028. The expansion follows Sheldon’s more than doubling the volumes it supplies to Aldi over the past decade.
Sheldon’s said sustained growth in demand had supported investment across the business, including an expanded workforce and a larger delivery fleet in addition to the new factory that will provide additional capacity to support future growth.
“We’re incredibly proud to have supplied Aldi for more than 15 years,” said Sarah Sheldon. “The partnership has helped us continue investing in our people, products and operations while remaining true to our family business values. As we look ahead to the next chapter of growth, we’re excited to continue building on that success together.”
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