Brand-building activity, such as a relaunch, has a positive impact on a particular bakery brand, but has a limited effect on the category’s incremental sales at Asda.

That’s according to Asda bread buyer Debbie Woodhouse, who said activity tends to switch sales between brands.

She said: "This can be beneficial when it encourages sales to switch from lesser value brands to higher value ones."

Woodhouse added that new product launches offering new benefits to the category can drive some incremental sales, particularly when aligned with shoppers’ changing needs. "The creation of the ’white plus’ category has added significant growth to total bread - compensating for some of the losses from white bread," she said. "The ’bits’ sector is currently offering an attractive opportunity for NPD, driving sales in a premium sub-category and so increasing category value."