Warburtons expands Bakery Occasions category
The Bakery Occasions category has grown by over 20% since 2020 – thanks to a vast assortment of treats available – and the latest additions from Warburtons widens the selection even further for UK consumers.
Warburtons Belgian Waffles have been introduced off the back of an upward trend in waffle (and dessert) shops on the High Street, which has boosted their popularity with 50 million units sold in the past 12 months, according to Neilsen data. Today, nearly one in five (18%) households enjoy waffles at home.
The waffles come in a four pack (55g each, individually wrapped for $2.50), and also as a single serve portion (70g, £1.15), in Choc Chip and Pearl Sugar flavours, available from Tesco.
Warburtons remains the number one Thin Bagel brand in the UK – now with a 74% market share, following the success of its range that includes Original, Cinnamon & Raisin and Protein Thin Bagels. This has prompted the launch of a new addition: Sesame Thin Bagels.
The bagels are boiled then baked for authentic taste and texture and are topped with sesame seeds for added texture. A source of protein, these fluffy bagels come in a pack of six (£1.75) and are pre-sliced. Available at Tesco, Morrisons, Asda and Sainsbury’s.
“Consumers are always looking for new ways to switch up their mealtimes so providing consumers with new, exciting products is really important to us,” said chairman Jonathan Warburton.
“Waffles have become incredibly popular and these are particularly delicious, as a treat breakfast or snack, if I do say so myself! The extension of the Thin Bagel range with Sesame Thin Bagels is a no brainer – a hugely popular product already, this classic variation is a very welcome addition.”
La Brea Baker rolls out artisan breads
The American artisan bread brand has made it easier than ever for families to enjoy high-quality bread at home with the launch of a selection of its Take & Bake breads in over 1,000 Target stores nationwide.
The three-strong collection – featuring French Dinner Rolls, French Twin Pack Baguette and French Sandwich Rolls – are made using the bakery’s signature sourdough starter and just four simple ingredients. They are free from artificial preservatives, colours and flavours; and are certified Non-GMO Verified, Kosher and Vegan.
“Our Take & Bake line is about delivering the same exceptional quality and taste that our customers have come to expect from La Brea Bakery, but with the added convenience and enjoyment of baking it fresh in their own kitchen,” said culinary innovation leader Jonathan Davis.
Added senior director of Marketing Brie Buenning, “Whether you’re planning a family dinner, preparing for a special occasion, or simply looking for a convenient way to enjoy artisan bread, La Brea Bakery Take & Bake breads offer the perfect solution. Keep them in your freezer and pop them in the oven to quickly make any meal or snack more delicious.”
Pukka goes big with its bestselling pies
The UK pie brand has launched bigger versions of its two bestselling chilled pies in response to the growing popularity of larger formats, which it says are not only outperforming the category, but have added £8m+ to the category.
The All Steak and Chicken & Mushroom pies incorporate the same full-on flavour recipes, topped with 144 layers of golden flaky puff pastry.
“Launching trend-led NPD is in our DNA, but our classic recipes are the nation’s favourites for a reason. In fact, our All Steak and Chicken & Mushroom individual pies are the nation’s number 1 and number 2 favourite pies,” contends CEO Isaac Fisher.
“So, when consumers told us that they wanted to see their favourite Pukka recipes, but even bigger, we listened by launching ‘The Big Ones’. We want to encourage the nation to enjoy these pies however they wish – whether they’re putting them at the centre of a family meal or sharing between two.”
“The demand is already there for this range and given we’re the pie brand that always makes full-on flavour our number one priority, consumers trust us to deliver on taste and quality every time.
Pukka’s performance has gone from strength to strength, with sale surpassing £70m to give it a 21.1% slice of the category. It also claims that over a quarter (26.8%) of UK households purchase Pukka products regularly.
Pukka’s ‘The Big One’ duo (500g, £4) is available in Ocado, Tesco and Asda, as well as in convenience and wholesale retailers.
Bfree’s white wraps acclaimed for softness
The UK new soft white wrap has been commended, touted to ‘break the mould of gluten free bakery food’ into Tesco and Asda stores nationwide.
In a blind consumer taste panel with 100 gluten-free consumers undertaken in August 2024, 81% stated the wrap felt soft in the mouth compared to a competitor brand score of 24%.
This softness is the result of research and development from BFree’s food technology and product development teams and utilisation of state-of-the-art equipment to create a soft wrap that can be rolled without breaking. BFree operates the largest dedicated gluten free flatbread facility in the world and commands 55% of total gluten-free flatbread sales in the UK, according to Circana data.
“We’re dedicated to offering alternatives that combat the stereotypes of gluten free food,” said CEO Alex Murphy.
“Crafted with a precise blend of plant protein, fibre and starches, each wrap is baked to perfection and the result is the best gluten free wrap on the market, surpassing the quality of all competing products.”
The Soft White Wraps from BFree are available in Tesco and Asda stores.
St Pierre goes premium
The UK’s fastest growing bakery brand has launched a 2-pack All Butter Croissant to attract premium shoppers to the breakfast bakery category.
“Breakfast has the biggest value share of Bakery Occasions, which is the only segment of bakery delivering both value and volume growth. Private label is in decline as shoppers are coming back to brands,” said head of UK Brands Lauren Meadows.
“Within breakfast bakery, it is Croissants that are delivering the most value growth, growing at 17% year on year. That’s why it makes perfect sense for the St Pierre brand to launch a premium offering.”
The new product boasts 30% French-churned butter and comes in a larger serving size.
“Our All Butter Croissants deliver a larger eat than the competitive set with an impressively high percentage of French-churned butter. And, of course, the quality delivers a taste of Paris in every bite to help make breakfast magnifique,” added Meadows.
Exclusively available in Morrisons for an RRP of £2.30.
Ginsters perfects Christmas
Chefs at Ginsters have are punching up the flavour of Christmas with its Limited Edition Festive Chicken & Stuffing Slice (170g) RRP £1.95.
The Limited Edition Slice was one the brand’s top selling Christmas lines in Savoury Pastry in 2023, so, it’s no surprise the brand is bringing back its Limited Edition Festive Chicken & Stuffing Slice.
Golden baked puff pastry encases 100% British chicken and smoked bacon in a creamy sauce with potato and sage & onion stuffing to deliver a slice of Christmas on demand.
With no added artificial colours, preservatives or flavours, it follows the successful launch of the BBQ Pulled Pork Slice earlier this year, which brought in 40.7% incremental new shoppers to the category.
“Our Limited Edition Festive Chicken & Stuffing Slice has become a festive favourite with shoppers, with many making it part of their Christmas routine when they need a delicious yet effortless taste of Christmas at this busy time of year,” said marketing director Sarah Babb.
Baked Earth Bakery launches naan bites
The brand says its mini garlic and coriander naan bites are perfect for a wide variety of uses in the professional catering arena. Supplied frozen, the bites can be served as canapes or even a nutritious treat for children’s snack box.
“We know they have so many potential applications as sides, starters, snacks and more. Their versatility is huge,” said MD Dan Butt.
“We believe we are the first to market with these delicious and versatile naan bites, which are mini versions of our popular naan breads. As a family, we’ve been making naans for over 50 years and this collaboration with leading frozen food distributor Central Foods means that foodservice operators across the UK will now be able to serve one of our latest innovations to enhance their menus.”
Suitable for vegans, the garlic and coriander naan bites take two to three minutes to cook in an oven or one to two minutes under the grill.
Pepperidge Farm gears up for the holidays
It’s the season for sweet treats, salty snacks and all the cozy holiday flavours – and the latest releases from Goldfish, Pepperidge Farm and Snack Factory won’t disappoint. From stuffing-flavoured rolls to peppermint cookies/pretzels and Elf Goldfish, there’s a lot to keep the season jolly.
Farmhouse Stuffing Seasoned Rolls ($4.99/12-pack) are crammed with sage and onion, marrying the coziest flavours of the holidays in one light and fluffy bite. Enjoy straight from the package, bring to a Friendsgiving or use to elevate your day-after turkey sandwich (a Thanksgiving delicacy!).
Thin & Crispy Peppermint Cocoa Cookies ($5.09) feature flavours synonymous with the holiday season, while Goldfish Elf Maple Syrup Flavored Grahams ($3.69) feature one of elves’ four main food groups (syrup!). The grahams come in fun shapes inspired by Buddy the Elf, such as his iconic hat and favourite maple syrup jug.
Meanwhile, the Pretzel Crisps come in two variants – White Crème & Peppermint and Dark Chocolate & Peppermint – and are only available for a limited time ($4.09/4oz). The latter is also available in a larger 20oz pack for $12.39 from Costco.
All treats are available at retails nationwide.
EHL Ingredients tops it off
The UK ingredient importer has launched a new selection of seed blends to enable bakers to tap into current market trends.
Crunchy, nutritious and visually appealing, seeds are becoming a staple in the healthy eating regimes and allow bakers to create a point of differentiation in the marketplace. They remain stable under high temperatures, can be used as a filling or topping, retain their flavour and are versatile in their use.
The new line includes five blends, including:
- Sunflower, poppy & sesame
- Chia, sunflower & pumpkin
- Linseed, sesame & poppy
- Caraway, poppy & sesame
- Sunflower, flax & pumpkin
“We have supplied seeds for some time but we have more customers requesting specific blends for contemporary foods such as bagels, free-from breads, protein loaves and premium sourdoughs,” said joint MD Tasneem Alonzo.
“We want to make it easy and accessible for bakers to incorporate seeds blends into their finished products and offering them as seed blends sparks ideas for new products that tap into this lucrative market.
The five new seed blends are available under the Lähde brand in various pack sizes to large scale and craft bakers, instore bakeries, startups and food manufacturers. All are highly versatile for use on conventional baked goods as well as plant-based, gluten-free and low fat foods, and they are available in vegan, non-allergen, and organic formats.
