North Wales-based Henllan Bakery has signed a new deal with Tesco to stock six breads and four morning goods.
The deal, which director Tom Moore told British Baker he is “delighted” about, means that 22 Tesco stores in north and mid-Wales will stock 10 lines of its craft bread.
The breads, which are in stores now, are four loaves (a white and a brown, both in small and large versions), a box bread in white and brown, two packs of four baps (one white, one brown), and two packs of six baps (one white, one brown).
The loaves will all be thin-sliced versions, as Moore said this was a bestseller in the area: “I like a nice, thick slice of toast or bread for a sandwich myself, but around here they all prefer a thin slice.”
He added that it was “a really exciting time” for the family bakery, and that the staff had been “fantastic”.
“We’re delivering to Tesco with our 16 van fleet six days a week, and the staff have been brilliant – we are lucky to have a really loyal local workforce who have been so helpful and supportive with the winning of new contracts.”
Moore also wanted to credit local Tesco buyers Chris Minter and Enfys Fox, whom he said had been “key to the new developments”.
Denbigh-based Henllan has been making bread since 1908, but this is the first time it has sold them in Tesco supermarkets - they also supply Co-op and Asda.
Moore said: “The decision was made two years ago to focus on bread this year, and trolley shoppers as opposed to basket or carrier bag shoppers. So far it has been received really well.”