Chilled speciality breadmaker New Primebake is on a recruitment drive to help meet demand for its products.

The company’s factory at Nantwich in Cheshire is expanding its operation and needs to take on 49 new production and hygiene staff.

New Primebake, which makes speciality breads, such as chilled garlic baguettes, garlic slices and ciabatta for major UK retailers, currently employs about 250 people in Nantwich and 150 in Crewe. It also has a production site in Barton, North Lincolnshire.

Managers said that despite the Crewe factory opening two years ago, demand for its speciality breads had continued to grow.

New Primebake human resources manager Helen Steadman said: "It’s very much about an increase in demand. We supply to most of the major retailers and there is a big demand for our products, which is good news for us.

"The business was expanded a couple of years ago, when the new site in Crewe was opened, but even that has not been sufficient to keep up with demand. That is why we are looking for the additional people here at Nantwich."

The company was bought by Icelandic fresh foods company Bakkavör Group in 2006, which specialises in fresh prepared foods and produce. The Icelandic company reported a strong performance in its UK fresh prepared foods sector, with 5% growth in the last quarter of 2009, and cited bread as one of the categories that had seen strong sales uplifts.