Deli Kitchen is launching six new products exclusively in Tesco stores this month to “unlock untapped potential” in the bread category.
The new range has been created to take advantage of the growing ‘bakery beyond core bread’ sector – everything wrapped, excluding bread and rolls, also known as ‘defined bakery’. Now making up 17.3% of all occasions within the total wrapped bread category, it is now worth £846m and continuing to grow, with value sales up 5.7% and volume up 2.8% in 2024.
Deli Kitchen’s new range taps into trends for world flavours and includes two new larger breads tailored for the growing popularity of home entertaining. The long-fermented Flame Baked Indian Spiced Naan (2 x 200g – RRP £2.20) reflects the continued popularity of Indian cuisine in the UK, while the Pinsa (1 x 230g RRP £2.20) – made with sourdough and extra virgin olive oil – taps into the nation’s appetite for Italian food.
Bakery beyond core bread is seeing success across all mealtimes, outperforming the total bread category and increasingly stealing share. Deli Kitchen’s new Colombian Style Buns (4 x 70g – RRP £2.00), based on a traditional Arepa and made with cornmeal, aim to provide a unique alternative to buns and baps during BBQ season.
Building on the success of Deli Kitchen’s existing Protein range, new Protein Crumpets (6 x 55g – RRP £1.50) are joining the selection as managed health continues to be a driver for growth across the aisles.
Finishing Deli Kitchen’s line-up in Tesco is a two-strong range of Rye and Cinnamon & Raisin Snack Breads (6 x 20g – RRP £1.50), which are high-fibre and low-calorie options for health-conscious consumers seeking quick meals beyond core bread.
“The traditional bread aisle has long been ripe for a refresh,” said Tim Wittekind, Deli Kitchen’s Head of Brand, NPD & Innovation.
“The old saying may make us think that sliced bread is the stronghold of the category but, in reality, there’s so much scope for growth by offering up the variety and inspiration that shoppers are hungry for.
“Tesco is ahead of the curve with these exciting new products, allowing the whole category to attract shoppers across the UK looking for fresh ideas for breakfast, lunch and dinner. We’re confident this is just the start of a bakery aisle revolution across all supermarkets.
