Small supplier makes a big impression

By Catherine Boal

- Last updated on GMT

Related tags: Asda, Baking

A small UK bakery has landed a contract to supply the retailing
giant ASDA as they keep up with the consumer trend for homemade
luxury bakery products.

Steve's Cakes, which has 33 employees at its factory in Northern Ireland, will shortly begin supplying 226 ASDA stores around the UK with its main product - caramel shortbreads.

Greater numbers of consumers are choosing baked goods made locally by small producers and retailers have caught the trend. ASDA claim their local products outsell leading brands by 10 to one.

And according to the four-year-old Steve's Cakes, demand for their 'home baked' cakes and biscuits has been consistently high.

The initial contract between ASDA and the bakers is for one million caramel squares sold in packs of eight for £1 (€1.47)

Managing director, Stephen Gamble told bakeryandsnacks.com: "Our caramel squares have always been popular in Northern Ireland and we are pleased to be able to extend the range. We have an advantage over larger suppliers in being able to produce these types of homemade cakes for which there is a high demand."

In addition to the caramel squares, the bakery also produces tiffin squares, paradise squares and other small cakes that could well be hitting the shelves in ASDA in the future.

Mr Gamble said: "ASDA are very supportive of local suppliers and we are hoping to extend our range with them."

Steve's Cakes has been supplying ASDA in Northern Ireland since the supermarket's arrival in the country and also provided the tray bake range for retailers such as Morrisons and Safeway before they were taken over by the ASDA group.

Related topics: Ingredients

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