Carrs Foods rebrands Baker Street, gains listing in Waitrose

By Gill Hyslop

- Last updated on GMT

Baker Street's Petit Pain and Baked Baguettes will be rolled out in 330 Waitrose stores in the UK in March. Pic: Carrs Foods
Baker Street's Petit Pain and Baked Baguettes will be rolled out in 330 Waitrose stores in the UK in March. Pic: Carrs Foods

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The Baker Street range has won its first listing in the major multiples, following a £500,000 ($698,260) investment by Carrs Foods to rebrand the range.

The UK bakery business has relaunched its ‘fresher-for-longer’ brand Baker Street with a new design “to appeal to time-pressured consumers, seeking convenience to make their lives easier, which stands out markedly on shelf,”​ Tim Boote, marketing director at Carrs Foods, told BakeryandSnacks.

“The motivation behind the new Baker Street design was to move the brand from focusing on trade to focusing on the consumer with this functional benefit in mind.

“There are many brands within the bakery sector which focus on heritage and have a very traditional look and feel.

“We wanted Baker Street to have a more modern look and feel that would appeal to today’s consumers and fit with their busy, modern lifestyles,”​ he said.

The new design will be rolled out on Baker Streets’ 4 Part Baked Petit Pain and 2 Part Baked Baguettes when they launch into 330 Waitrose stores nationwide on March 2, 2018, and across the whole range later in the year.

Baker Street Baguette

Eliminating bakery waste

According to Jeremy Gilboy, MD of Carrs Foods, research conducted by the company showed consumers want the convenience of bakery products that are fresher for longer in order to cut back on food waste.

“With current publicity around food waste, it should come as no surprise that our research shows consumers dislike throwing away food. Long life products help consumers to minimize their food waste,”​ he said

“Our research shows that The Baker Street range has a minimum shelf life of 30 days, so they are available to fit with hectic, modern lifestyles,”​ he added.

Baker Street - which comprises 18 different products, including rolls, burger buns and sliced loaves with a retail value of over £14m ($19.56m) - was launched into the convenience sector in 2002 by the privately owned Manchester bakery.

The £500,000 ($698,260) investment will also go towards marketing support for the relaunch, including supported by a marketing plan that encompasses instore activity, PR and a social media campaign.

In addition to the new Waitrose listing, Baker Street is also available in Ocado and convenience stores in the UK.

Carrs Foods was established in 1986 as part of a large European bakery group, and became privately owned in 2004.

The company’s bakery portfolio includes Baker Street, St Pierre and Paul Hollywood Ready to Bake breads, as well as several private own label products sold in the UK and overseas.

The £38m ($53m) company was recently crowned Business of the Year at the Manchester Evening News Business Awards 2017.

Related topics Manufacturers Bread Health Convenience

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