130-year-old UK bakery set to 'shake up the category' with new listings
More than 2200 outlets will stock Robert’s Heroic Wholemeal, Wondrous White and Seriously Seeded Bloomers, as well as its three soft white classics, including Medium, Thick and Mega Thick.
It is the bakery brand’s latest success in terms of growth and geographical expansion, after recently gaining multiple listings nationwide with Asda and Morrisons.
“We are, of course, delighted to secure yet more national stockist listings with not one, but two, of the most prominent players in the convenience store sector,” said Stuart Spencer-Calnan, MD of Roberts Bakery.
“We’re continually developing our product range and the way we operate – we’re the UK’s first and only bread brand to introduce 100% recyclable-at-home packaging, for example – to encourage people to look differently at bread and bakery.
“We set out to shake up the category and we’re pleased to say that we’re doing just that.
Next generation bakery
“These latest national listings give us an even stronger base on which to grow and reaffirm our position as the next generation bakery,” he added.
Listings will be supported by in-store promotions and marketing activity.
Roberts’ 600g Bloomer range and 800g soft white range both have an RRP of £1.39 ($1.81).
Roberts Bakery employs 900 people at its bakeries in Cheshire and Derbyshire in the UK, and is still run by the fourth generation of the Roberts family. In 2017, it celebrated its 130th anniversary.
