Tiger bloomer
There’s a new tiger in town and its coming to tea.
Jacksons of Yorkshire has secured UK-wide listings in Morrisons for its Tiger Bloomers, launched in partnership with one of the UK’s most audacious tigers – The Tiger Who Came to Tea.
Colourful artwork from Judith Kerr’s first best-selling picture book – published by HarperCollins Children’s Books – is celebrated on Jacksons’ packaging, while the loaf inside sports the same premium qualities of its Champion Bloomer, with the addition of a crusty, tiger topping.
“Jacksons of Yorkshire has enjoyed growth across the range in the last couple of years and our Tiger Bloomer feels like a great addition,” said category insights manager Ben Stone.
“The market for tiger bread is worth £93m and is growing 16.8% in unit sales year on year (Nielsen, 52wk to Dec 2, 2023), bucking the trend compared with the total pre-packaged bread market, which is in decline.
“As a brand that is weighted more heavily towards families, we’re always looking for ways to extend that reach, so what better way to do this than in partnership with The Tiger Who Came to Tea.”
As with all of Jacksons of Yorkshire’s products, the Tiger Bloomer is palm oil-free and a source of vitamin D and calcium.
The 800g Tiger Bloomer is available from Morrisons from February 4 on promotion at £1.50. Listings in Ocado and Booths are to follow.
Judith Kerr was born in Berlin, but emigrated with her family to England in 1933 to escape the rise of the Nazi party. Her children inspired The Tiger Who Came to Tea, which was first published in 1968 and subsequently sold many millions of copies throughout the world. Her other works include Mog the Forgetful Cat and When Hitler Stole Pink Rabbit. In 2012 Judith was awarded an OBE for her services to children’s literature and holocaust education. She died in May 2019.