Exeter Street Bakery, a London bread supplier, is to launch four new loaves in 14 Waitrose stores.
The bakery is launching four flavours of loaf; parmesan and balsamic onion, toasted fennel seed and raison, mixed olive and finally, a ciabatta with Extra Virgin olive oil. The loaves will range from £2.50 - £3.50.
The London Waitrose stores stocking the bread include Kensington High Street, Westfield, Belgravia, Finchley Road and Putney.
Exeter Street Bakery already supplies bread to various London restaurants such as Carluccios, Cecconis, Sartoria and Groucho Club.
Under the new ownership of James Stephenson, the company intends to continue expanding. James hopes to add two more Exeter Street Bakery shops to his current one in Kensington, by early 2015.
Stephenson said: “The launch of the bread into Waitrose is fantastic expansion for us. We are proud of our unique position in the market as traditional Italian bakers and incredibly happy that our customers can now pop into a supermarket and take home a freshly baked, carefully crafted loaf of Italian bread.”