Despite the volume and value growth of branded bread in the UK last year, alternatives such as wraps, croissants, bagels and chapattis are becoming increasingly popular as sandwich carriers, according to Tesco.

Commenting on recent data from Kantar Worldpanel (December 2009), Tesco bakery spokeperson Andy Simpson, said that, with so many different bread varieties from around the world now available to consumers, "these are drawing sales from traditional loaves, rolls and baps, which have reigned supreme in bakeries for hundreds of years".

The data showed volume sales of croissants had increased by 33% in 2009, chapattis and tortillas saw growth of 18%, naan bread rose by 13% and sales of bagels increased by 11% in volume.