Shoppers at Tesco are to be offered a “fresher bakery experience”, with the introduction of new speciality bread and sweet products, available for less than the “premium prices often found at trendy artisan bakeries”.
The move has seen the supermarket re-design its in-store bakery range launching nearly 30 new lines, including six limited-edition products.
As part of the revamp, which will roll out to all Tesco bakeries this month, the supermarket will also include nutritional information on packaging, such as calorie content and daily recommended allowances.
Sarah Donovan, Tesco’s Lead Bakery Product Development Manager, said: “Times are changing in the baking world, and we’re seeing the emergence of an adventurous new type of shopper who is eager to try more premium artisan varieties of bread and sweet treats.
“But we don’t believe that shoppers should have to pay high prices for artisan bakery items, which is why we’ve launched a new range of great quality products baked daily in store.”
The new artisan bread lines being introduced include Finest Cheddar Boule (£2.25), Finest Halkidiki and Kalamata Olive Batard (£2.25), and Finest Limited Edition Rosemary and Sea Salt Focaccia (£2.25).
Meanwhile, new sweet lines include Finest Victoria Sponge Muffins (£1.75) and Finest Sicilian Lemon Meringue Pastries (£1.90).
Donovan added: “Instead of seeing bread as just something to toast in the morning or make a sandwich with, more people are beginning to appreciate it as a food to savour and one that can have many different flavours and complex tastes.
“This has resulted in a major boom for speciality bread with sales of focaccia, ciabatta and Mediterranean varieties all selling really well.”
NAM Implications:
- Another addition to the shopper experience….
- And a visit for differentiation.
- A pointer for all….
