Deli Kitchen is tapping into demand for international sandwich alternatives with the launch of new Greek Style Flatbreads.
Described as soft and flexible, the flatbreads are ideal for homemade kebabs, gyros or falafel, according to Deli Kitchen, which also recommends their use for breakfast burritos or pizza bases.
They will be available in Sainsbury’s stores nationwide from 29 May with an rsp of £1 to £1.35 for a pack of four.
The Greek Style Flatbreads join Deli Kitchen’s flatbread portfolio which includes Corn Folded Flatbreads, Brioche Folded Flatbreads and Sliced Focaccia.
Wraps and flatbreads are increasing in popularity with research by London’s Spitalfields Market noting that they are ousting sandwiches when it comes to out of home lunches.
Many brands have chosen to focus on added-value wraps. Mission, for example, launched a duo of wraps containing sourdough and ancient grains called Simply Good, while Spar wholesaler James Hall & Co recently added a beetroot & chia wrap as part of its meat-free sandwich line.