Tesco has unveiled a new in-store bakery concept called The Bakery which it is trialling in six stores.
The Bakery is made up of three core sections – Tea Time Treats, Everyday Favourites and Tesco Finest Signature Bakes – which have been designed to better showcase the range of products available.
Tea Time treats predominantly includes sweet bakery items such as doughnuts, cookies and muffins, while Everyday Favourites includes bread rolls and paninis. Tesco Finest Signature Bakes showcases its range of speciality loaves as well as its latest sweet NPD – Cookie Cakes. The hybrid Cookie Cakes were launched earlier this year and combine the ‘soft, chewy texture of a cookie, with the layers, fillings and visual appeal of a cupcake’.
As part of the trial, the in-store signage and displays have been updated alongside a full re-launch of packaging designs as well as a loose fixture as the retailer looks to reduce packaging where it can. Notable features include neon lights in the shape of a tiger above a display of tiger loaves.
Selected products have also been reformulated and recipes improved with limited edition ranges also introduced.
The stores taking part in the trial are: Hatfield Extra, Edinburgh Leith, Amersham, Hayes Bull Bridge Extra, Brackley, and Park Road
“We’re delighted to trial our new bakery offer with customers in six of our large stores, showcasing new and improved products, offering customers great quality and value for all occasions,” said James Waddy, category director for bakery at Tesco.
The trial comes two years after Tesco announced a shake-up of its in-store bakeries as it looked to meet changing consumer demand with scratch baking replaced or reduced in some stores as it increased its bake-off range. The retailer now uses a mix of scratch baking, part-baking and full bake-off across its stores, with other supermarkets also employing a mix of methods.
No comments yet