Coultons Bread is launching a range of 800g loaves to help convenience retailers meet demand for private-label bread.

The Liverpool-based bakery distributor has created the Sunbake range – and is relaunching its Bakestone line-up – as a lower-cost alternative to the major bread brands.

Bakestone is being given a new look, rolling out from this week (6 January), and will be price-marked at £1.05. The existing Bakestone 800g White and 800g Bakestone Brite range will be expanded with the introduction of an 800g Square Topped Wholemeal Sliced Loaf.

At the end of this month, Coultons will launch the four-strong Sunbake 800g square top range comprising white and wholemeal loaves in medium and thick versions.

Growth in the own-label market had prompted Coultons to develop new products for its core customer base of convenience retailers, explained the business.

“The growth in challenger discounters over recent years has disrupted the market and consumer trust in private-label has never been greater as a result,” said Coultons managing director Howard Hunter.

“At Coultons we recognise the need to offer the major brands across the market, but we also recognise the need to help close the gap for convenience retailers in offering a lower-cost alternative.”

Established in 1987 and operating from six depots, Coultons is a family-owned bakery distributor covering the north of England and North. It distributes major bread brands and own-label bakery items to convenience retail, catering and onward distributors.