Wholesaler Palmer and Harvey has expanded its direct van sales operation with the launch of new service Bakedirect to help deliver bread and morning goods across London.

Joining Palmer and Harvey’s existing direct van sales brand – Sweetdirect and Snackdirect –Bakedirect will operate a fleet of 25 vans and work in conjunction with suppliers including Warburtons, McVitie’s and Premier Foods within the M25 area.

Palmer and Harvey said the introduction of Bakedirect will ensure retailers can expect a regular and reliable service, with no minimum drop charge and time savings compared with cash & carry visits.

Warburtons said it was “extremely proud” to play a role in bringing Bakedirect to fruition.

“Not only will this partnership allow us to bring some of the nation’s number one bakery products to even more shelves and shoppers in the London area, it also builds on our legacy of strong relationships with the independent retail sector,” added Warburtons sales development head Mark Jones.

Noel Robinson, managing director of direct van sales at Palmer and Harvey, said expanding the company’s direct van sales offering with Bakedirect was in line with the company’s ongoing commitment to retailers.

“Our expertise in this area ensures that retailers not only have unrivalled service, but also guaranteed profit when it comes to their impulse and baked ranges,” he said.

“We look forward to working closely with our suppliers on this new venture, with a view to further expanding the Bakedirect offer in the future.”

Palmer and Harvey claims to be the UK’s number one delivered wholesaler and has an annual turnover of more than £4bn.