Coultons takes its Sunbake range into the rolls market

Coultons has extended its Sunbake bread range with the launch of an eight-pack of sliced white rolls.

Sunbake made its debut in February with four 800g square-top, white and wholemeal loaves in medium and thick versions. It was developed to offer new products for its core customer base of convenience retailers, explained the business at the time.

Coultons said the loaves’ launch had been a success and had already had a “significant impact” in the market, according to managing director Howard Hunter.

“Private-label is continuing to show growth in national data and this is primarily at the cost of the major brands as the disparity of retail pricing becomes evident in supermarkets and discounters versus convenience retail,” he explained.

“Sunbake is successful, we believe, as it starts to correct that imbalance by providing exclusively to the convenience retail market a private-label solution for that market.”

Coultons commercial director Graham Mahon added that the Sunbake 800g range had exceeded expectations.

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.

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