New direction for West Cornwall Pasty Company

Following yesterday’s end-of-year results, West Cornwall Pasty Company (WCPC) has announced a new set of developments that include a gluten-free pasty and a new brand.

WCPC reported that like-for-like (LFL) sales were up 20% for the year ending 31 March., while ebitda doubled from £525k in 2015 to more than £1m.

The company has also rebranded its Canterbury store as the West Cornwall Food Co, marking a move away from its traditional pasty focus. The new brand, launched in March, revolves around organic Fairtrade coffee, freshly made sandwiches, cakes, doughnuts and cookies.

It is already reporting that sales have increased 60% on those recorded in the WCPC store last year. There is now a plan to refurbish 16 of the estate's high street sites into West Cornwall Food Co propositions.

3.2m pasties

Elsewhere, the brand has made 3.2m pasties in the last year, and has now announced an innovative product breakthrough scheduled for mid-May. The Pasty for Every-Body includes a gluten- and dairy-free pasty. 

Baked in a specially designed bag, the product stays free from cross-contamination, so is suitable for coeliacs and avoiders of gluten and dairy.

In January, WCPC announced an underlying profit of £551,000, despite having posted a pre-tax loss of £195,000. 

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