Scorrier-based bakery Prima Bakeries has launched a range of Cornish sliced bread lines in a bid to take on "the big boys". The six lines feature a brand new Cornish heart logo, and can be distributed across Cornwall.
The range consists of three sandwich loaves and three farmhouse loaves, both in white, multigrain and wholemeal.
"The sliced bread market is currently dominated by four huge national businesses," said MD Mark Norton. "Customer demand has prompted us to do much more in the bread area and to offer a genuine Cornish alternative to the national brands." The loaves are handmade by craft bakers, and the firm said it anticipates the need to recruit more bakers to cope with demand if the early response level is maintained.