UK general manager Robert Whittle said: "The demand for us to supply more than pastry has been building for a while. We intend to make Pidy more of a one-stop shop for all sectors of the food industry."

Having a narrower network of suppliers will reduce customers' distribution, stockholding and administration costs.

There will be three waves of change. The first launched more than 30 items at the IFE show in London this year, including a selection of crumble toppings such as meringue and gingersnap biscuit and square Rum Babas, several new wafer lines and flour tortillas.

The second wave of more than 30 product launches is planned for September 1 and a third wave is planned by the end of the year.

Ideas for new products are fed back to head office from Pidy staff working out in the field and trialled at Pidy's New York site.

"We're exhibiting in shows throughout the world and our people on the front line with customers feed back to us," says Whittle.

"That's the beauty of working for a small family firm. The lines of communication are very tight and they are always open."