British bakery tastes changing as demand for speciality bread continues to soar

7 May 2013

British shoppers’ huge demand for increasingly exotic speciality bread is creating a quiet revolution in high street bakeries. In the last year at Tesco alone shoppers have bought an incredible 20 million more speciality breads and rolls than they did the year before – a rise of 50 per cent.

British shoppers’ huge demand for increasingly exotic speciality bread is creating a quiet revolution in high street bakeries.

In the last year at Tesco alone shoppers have bought an incredible 20 million more speciality breads and rolls than they did the year before – a rise of 50 per cent.

The growing demand has helped swell the value of the UK speciality bread market to £123 million, according to retail analysts Nielsen (April 2013).

As a result of that demand the supermarket will this week launch a major range change to its 900 in-store bakeries with speciality bread taking up the lion’s share of the 50 new bakery lines.

Among new lines being introduced are:

  • Muesli bread
  • Cheese and roasted mixed pepper focaccia
  • Chilli and mango naan bread
  • Caramelised onion bread
  • Garlic and coriander pitta
  • Oat and barley roll
  • Paneer cheese and spring onion naan
  • Fougasse (A French variation of the flatbread focaccia)

The bakery range change is the latest move by Tesco to improve its core UK business - a promise made to its customers last year.

Tesco bakery category director Nick Tatum said: “The times are a-changing for the British baker and over the last few years we’ve seen the emergence of an adventurous new type of shopper who is eager to try more exotic varieties of bread and rolls.

“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 as well as world breads such as flavoured naan, pitta and tortillas all selling really well.

“Britain is now one of the most culturally diverse nations on earth so it’s not surprising that our food tastes have widened over the last few decades.”

Britain’s most popular speciality bread is Mediterranean bread while other top sellers include kalamata olive loaf, walnut bread, three cheese loaf, and sourdough loaf.

Tesco is also launching new variations on old favourites and these include deep filled crumpets; banoffee pancakes; cherry scones; a chocolate chip brioche loaf; pretzel rolls; and chocolate sharing bread.

ENDS

Note to editors:

Other improvements made to Tesco’s UK business recently include the launch of the Everyday Value own brand range as well as upgrades to its ready meal offering and a new look for its in store bakeries.

Tesco is working with artisan bakery Euphorium whose speciality breads are proving a success in several London stores.

For more information please contact the Tesco Press Office on
01992 644645

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