It was Sainsbury’s that scooped the prestigious title of In-store Bakery Retailer of the Year at the Baking Industry Awards earlier this year.

And, since claiming the category, which is sponsored by Zeelandia, the company has made the most of it via in-store promotion – and even featured its scoop in an update to the City.

The supermarket giant has been using the BIA logo in stores up and down the country to trumpet its win.

James Wright, who is responsible for developing Sainsbury’s bakery teams in West Yorkshire, said: “I ensure our bakery managers and bakers are trained to our high standards and I help develop a constant pipeline of future talent.

“At Sainsbury’s we pride ourselves on availability, consistency and quality. Our bakers are multi-skilled in bread-making, confectionery, and customer service. We also ensure all of our stores always deliver high standards of food safety while maintaining a safe working environment in which to work.”