Middle Eastern-style simit bread will feature in the Daily Bread sandwich range being relaunched by food-to-go giant Adelie Foods next week.
Designed to compete with the “phenomenon of the £3 meal deal”, the relaunched Daily Bread line-up will be available overnight to any UK postcode, according to the company.
The thinking behind the 15-strong range is “good quality that is presented and packaged so that it looks as though it might have just been made,” according to marketing director John Want.
The range is designed to be premium, with a focus on health (it includes a gluten-free offering), but also features new shapes and formats.
Innovation director Johnny Hare said the inclusion of simit bread was the result of “extensive and detailed research”, and that the texture and crumb of simit is “similar to a bagel, but with a lighter edge to it and in a new shape.”
Simit is traditionally a circular bread, typically encrusted with sesame seeds or, less commonly, poppy, flax or sunflower seeds, found predominantly in Turkey and the Middle East.
The company also revealed it has been developing a range of sandwiches for pregnant women, with added folic acid and iron, so that these need not be taken as separate supplements.
British Baker subscribers can read about the latest trends in the sandwich market in our recently published feature ‘Sandwiches: quality stops sarnie market going stale’.