James Hall & Co, a Spar wholesaler for the north of England, is trialling a new range of ambient bake-off products at seven Spar stores.

Alongside this, the wholesaler will also launch a new range of bakery products, including a 750g premium white and wholemeal loaf on offer at 75p – 20p cheaper than a Warburtons Soft Farmhouse White loaf at Tesco.

Also new to the range is a Luxury Double Chocolate and Orange Hot Cross Bun and a new fruit loaf.

Peter Dodding, sales and marketing director, James Hall & Co, said: “We are thrilled by how much our Spar retailers have shown confidence in our Clayton Park range since its launch two years ago, and what a brilliant reaction they are getting from their customers. It’s commitment like this that has helped firmly establish the brand.

“It’s because of this success that we’re extending our range with products including the Spar branded loaf – a product that offers great value, while delivering a very different quality proposition to any of the other own-brands in the market.

“These products bring a real point of difference to our retailers’ ranges, and I’m confident we’ll keep seeing success with our bread products.”

The wholesaler said that since it started delivering fresh bread from its Huncoat bakery six days a week, bread sales at the convenience stores had reached £9m since 2012. It said like-for-like sales for bread were also up 10% over the past year.