Birds Bakery has reported a strong performance this year driven by significant range expansion and continued estate development.
The Derby-based bakery chain – a finalist in Bakery Retailer of the Year at the Baking Industry Awards 2025 – currently operates 62 shops across the Midlands from down in Tamworth in Staffordshire, up to Matlock in Derbyshire and over to Newark-on-Trent in Nottinghamshire.
Birds noted that a renewed focus on its lunch offering has delivered standout results with sales of its popular filled rolls rising by 18.3%. Hot beverages also emerged as a major success story, it said, growing 15.2% following the full rollout of Birds’ partnership with Northstar Coffee estate-wide.
In addition, sales of the company’s signature hot filled rolls increased by 14.6% and contributing to a year of major product milestones including over one million sausage rolls sold, more than two million doughnuts produced, and total sales surpassing 23 million products in 2025.
Birds continued the rollout of its new ‘vibrant spring green’ branding – first unveiled in January 2024 – and elevation of in-store experiences at existing stores. Refurbishments were completed over the year in Allenton, West Bridgford, and three in Nottingham (Arnold, Radcliffe, and Victoria Centre). It opened its latest new site in the village of Ruddington at the start of summer, and more recently moved across Ashbourne town to a new location.
The new product pipeline has been in full flow at Birds this year, spanning bakery staples, sweet treats, and on-the-go lines. Among these were the relaunch of the Cinnamon Bun and the introduction of the Raspberry & Pistachio Danish, as well as popular additions such as Mrs B’s Rocky Road and the Choc Chip Cookie, and seasonal favourites including the Apple & Cinnamon Roll.
Birds also strengthened its leadership team by appointing Adam Thompson as its new head of bakery operations, who brings extensive experience from bakery manufacturer Panificio Italiano and an early career spent in prestigious hotel kitchens including The Ritz London.
Also joining as new head of finance is Kuldip Dosanjh, an ACCA-qualified senior finance leader with over 15 years across FMCG, manufacturing and defence. He is to play a key role in enhancing reporting, operational efficiency and strategic decision-making at Birds. Meanwhile, Beth Ridlington was named the new head of business transformation.
Birds increased its mental health-trained first aiders in its team to 11 and enhanced its educational outreach through presentations at three universities, a bakery workshop at a SEN school, and support for four apprentices in partnership with Derby College. It also raised over £38k for its charity partner Brains Trust, supported the Royal British Legion Poppy Appeal, donating uniforms to The Chikowa Youth Development Centre in Zambia, and donated £8,500 to The Children’s Trust as part of National Doughnut Week.
The business delivered strong sustainability progress in 2025, saving over 66,000 meals through Too Good To Go and preventing an estimated 178 tonnes of CO₂ emissions. It also strengthened local sourcing through partnerships with Bluebells and Staffordshire Strawberries, and advanced its responsible operations with 30 stores now on half-hourly electricity meters.
“2025 has been a year defined by investment, innovation and the continued dedication of our teams across the region,” commented managing director Jamie Bird. “From growing key product lines to modernising our stores and strengthening our leadership, we’ve focused on making Birds stronger for the future while staying true to the quality and community values that define us.
“We’re incredibly proud of what has been achieved this year and look forward to building on this momentum in 2026,” he added.
The latest accounts filed to Companies House for the year ended 31 December 2024 show a 5.4% growth in turnover at Birds, up from £33.6m to £35.4m, with pre-tax profit falling 31% to £2.7m due to input cost rises.
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