Brace’s to supply Heron Foods and B&M Express

Welsh bakery Brace’s has signed a deal to supply discount retailer Heron Foods and its sister brand B&M Express stores across south Wales and the south west of England.

Luxury, doorstep and 50% breads, Gwynny and Moltid sourdough bloomers and Tiger Bay loaves are among those being sold at branches in Bridgend, Cwmbran, Merthyr Tydfil, Ebbw Vale, Caerphilly, Barry, Maes Glas and Shirehampton. The Crumlin-based family business is also providing morning goods, such as fruit bread and jam Welsh cakes. 

“People are passionate about shopping local,” said Ross Badham, south Wales area manager for B&M Express and Heron Foods.

“We’re proud to be supporting a much-loved family producer like Brace’s, with their roots in our region, and we’re sure our customers will be delighted to be able to buy their favourite bread in our stores.”

Chris Smith, Brace’s national account manager, added: “We’re delighted to partner with Heron Foods and B&M Express to supply a new bigger and better range of Brace’s products. It’s fantastic that the retailer is choosing key regional suppliers and we’re excited to be able to give their shoppers a full catalogue of our products.”

The Brace family has been baking bread and morning goods for more than 100 years. From its sites in Croespenmaen and Pen Y Fan, Brace’s delivers direct to more than 3,000 stores daily.

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