branded bread

Big brand packaged bread remains a major revenue driver for c-stores, compared to freshly-baked alternatives, retailers told RN.

Julian Hull, of Nisa Local in Essex, said packaged products from companies such as Kingsmill and Warburtons were most popular.

“They’re doing much better than freshly-baked. We sell 100 loaves a day compared to 30 from the fresh section,” he said.

“We experimented with adding extra space, but customers kept flocking towards traditional packaged offers. They just associate them with quality.”

Mark Coldbeck, of Wharfdale Premier in Hull, has seen little demand for fresh-
ly-baked loaves despite pre-viously increasing his range.

“We have a local supplier who provides us with fresh bread, but people prefer packaged loaves,” he said. “We tried to extend the range of fresh bread, but we found we were still selling two loaves for every 10 from our packaged range.

“It’s the association with the quality of the products. They have a longer shelf-
life, customers are familiar with them and they associate them with good quality.

“We have driven our sales by placing packaged loaves in different areas of the store.”

Chaz Chahal, of Costcutter in Worcestershire, added: “Healthy and fresh breads like gourmet and sourdough don’t really sell as well. People prefer foods on the go. Things like Kingsmill and Warburtons tend to do better because they are pre-sliced and convenient.

“We’ve tried adding more variety to our healthier and fresh ranges but that hasn’t had much of a significant effect.”

According to market researcher Nielsen, bakery is one of the largest retail categories in the UK, worth £2.5bn, while packaged breads are purchased four times more often than those baked in-store.

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