St Pierre Groupe’s Baker Street brand has secured a new listing for its Seeded Rye Bread in 230 Sainsbury’s superstores and its Local stores.
The company noted that the new listing reflects the continued rise in popularity of rye bread among UK consumers, as health-conscious shoppers increasingly seek out fibre-rich, high-protein alternatives to traditional loaves. The rye bread category is now worth £6.7m, growing at 2% annually.
Baker Street accounts for 90% of branded rye bread growth and is experiencing 88% year-on-year value growth, driven by new retail partnerships and rising consumer demand.
With an RRP of £1.90 per 500g loaf, Baker Street’s Seeded Rye and Rye & Wheat Breads are also available through Morrisons, Co-op, NISA, and online with Ocado. As of this month, the Baker Street Seeded Rye variant will also be available in selected Asda Express stores.
“This listing represents a step-change in Baker Street’s availability and a strong platform for future growth,” said James Sinker, Senior National Account Manager at St Pierre Groupe.
“Rye bread is resonating with health-conscious shoppers and we’re proud to be leading that trend with products that combine nutrition, quality and convenience.”
