British Bakels has collaborated with family bakers Waterfield’s to launch two new health-focused bread lines for retailer Booths under the Country Oven brand.
The Golden Grains and High Fibre sliced loaves will hit the shelves of the northern supermarket from mid-July, wrapped in recyclable packaging, with an rsp of £1.75 per 400g loaf.
Ingredients supplier Bakels said the NPD had been “sparked by an intense demand from consumers for great tasting breads”.
Golden Grains uses a blend of chia and quinoa ancient grains, with the addition of sunflower, linseed and turmeric. The bread is designed as a source of protein and fibre and also carries health claims of being high in copper and providing iron and folate.
High Fibre, meanwhile, is filled with wheat flakes for a slightly malty and sweet flavour, designed as a source of protein that’s beneficial to gut health.
“The demand for tasty nutrition has never been so high and this is what Country Oven is all about,” said Michael Schofield, British Bakels marketing director. “Bakels’ ingredient expertise coupled with Waterfield’s production capability has made this happen and marks a debut for the brand in Booths.
“With their taste, health and shelf-life advantages, we believe the last slice of each loaf will sell the next loaf for consumers,” Schofield added.
Waterfield’s production manager Simon Oddie added: “The health benefits of these breads are an important element to what customers are now looking for. In addition, the flavour and texture of the Fibre Plus and Golden Grains offer an enhanced bread product/experience for the customer.”
The new launch comes months after Bakels added four new concentrates to the Country Oven line-up, taking the range to eight.
Last month the company also added to its True Caramel range with a new chocolate millionaires variant.