Baker Street launches deli rolls and ciabatta loaf

Carrs Foods is adding four new products to its fresher-for-longer Baker Street range this month, tapping the trend for seeded breads.

The new products include a duo of Deli Rolls, a Ciabatta Loaf and Ciabatta Rolls. The Deli Rolls are available in Multi Seed and Multi Seed with Chia variants, and are baked with sunflower seeds, linseed, flaked oats and rye.

Carrs said the Deli Rolls are high in fibre, low in saturated fat and provide a source of protein, with the Chia rolls being high in Omega 3. They are available pre-sliced in packs of four (rsp £1.69) and have a minimum guaranteed shelf life of 35 days.

Developed for the convenience market, the part-baked Ciabatta Loaf (rsp £1.39/250g loaf) and Rolls (rsp £1.39/four-pack) provide an open texture and crispy crust, said the supplier.

“As well as capitalising on the trend for bread with benefits, these new product launches are the final milestone in the £500,000 makeover of our Baker Street brand, said Jeremy Gilboy, managing director at Carrs Foods.

The business last year relaunched the Baker Street brand with new packaging, branding and NPD.

“With sales of Baker Street increasing year on year, we believe the fresher for longer positioning is on-trend and a key sales driver,” added Gilboy.

“We have already seen the popularity of other bread with benefits products within the Baker Street range – such as our rye breads – so we are expecting the new Deli Rolls to sell particularly well. The Ciabatta products will appeal to those who love the smell and taste of warm bread and its clever packaging will help to retain freshness.”

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