London-based Grain D’Or has launched two coffee shop brands for pastries and muffins, which it hopes will cross over to supermarket shelves.

Part of the bakery group that includes Fletchers, Kara Foodservice and specialist bread company LBD, Grain D’Or unveiled the North West 10 Bakery pastry brand and New England Bakery muffin brand at last month’s Caffè Culture.

North West 10 comprises croissants, pains au chocolat, chocolate twists, swirls and savoury pastries, while the New England Bakery muffins include double choc, choc chip and blueberry flavours.

Products will be delivered via Kara Foodservice’s distribution network and will be supplied in branded packaging as well as loose.

"We are positioning the brands to reflect contemporary cafe culture and will use them to develop new lines and concepts," said category manager Malcolm Reid. "Coffee shop chains are driving consumer behaviour and potentially influence mainstream consumers shopping in the big retailers. We want to grow on the back of innovative products and products that cross over from niche to mainstream. Building brand loyalty is another key driver, as we have seen consumers become brand loyal to a particular coffee shop chain."

Products are made at Grain D’Or’s 80,000sq ft bakery in north-west London, which employs around 270 people. The company has an annual turnover of £24m.