Described as having sweetness of a French brioche and the versatility of a Mexican tortilla, the new wraps have been pitched for use in both savoury and sweet recipes.
The product has also been made using vegetable oil spread, making it suitable for both vegetarians and vegans. As well as Deli Kitchen’s first listing with Tesco, the Brioche Wraps will be sold exclusively in the retailer’s stores.
In-store and social media
The launch of the wrap is supported by an extensive in-store and social media campaign and are now available in stores with a recommended retail price of £1.35.
David Laurence, managing director of Deli Kitchen’s parent company Signature Flatbreads, said: “Our Deli Kitchen brand leads the way in product innovation within the bakery sector and this is demonstrated by the success of this latest launch in securing both a new listing and exclusivity at Tesco.”
Signature Flatbreads experienced financial success over the past year, having more than doubled operating profit in its last full-year results – £6.8m on the 12 months to 31 July 2018 – despite lower turnover for the year.
‘More discerning customer’
Commenting in the report on Signature’s position in the market, director William Eid said: “Competition is strong in the UK retail market, and a challenge for the retailers is to reposition themselves to appeal to an even more discerning customer.
“As retailers continue to offer new propositions, we offer solutions to support their repositioning, while maintaining and improving on customer service level standards. This has resulted from continual investment in product, technology and plant, ensuring we can maintain and grow market share.”
Meanwhile, Nestlé revealed plans to accelerate the development of plant-based meat and dairy alternatives with lower carbon footprints through a partnership with two key players in the plant protein sector.