Signature Flatbreads boasts strong year for Deli Kitchen

By Rod Addy

- Last updated on GMT

Signature Flatbreads will build on Kitchen Deli with further NPD in 2021
Signature Flatbreads will build on Kitchen Deli with further NPD in 2021

Related tags Bakery Npd

Signature Flatbreads’s Deli Kitchen brand has grown substantially in the past year, driven by supermarket sales and extension into the international market in 2020, according to the business.

The company reports sales of the brand have grown by 78%. It identified what it believed was a gap in the market and launched Deli Kitchen in 2016 to offer shoppers variety in the sandwich market, beyond standard sliced loaves or wraps.

The range now offers eight products with more innovation planned for next year. The brand is currently on sale in Tesco, Waitrose, Sainsbury’s, Asda and Morrisons as well as CostCo and Ocado.

The current best-selling line, Greek Style Flatbreads, has been nominated for The Grocer​ New Product Awards, Bread and Baked Good category, which takes place later this month.

Inspired by world breads

World breads provide the inspiration for the range - an Italian-inspired Sliced Focaccia, French-inspired Brioche Folded Flatbread and Greek Style Flatbread launched in 2019. This year a new Brioche Style Wrap hit the shelves combining the sweetness of brioche with the convenience of a wrap format, offering a new hybrid for shoppers. 

The brand was also exported for the first time in 2020, with listings secured in France, Ireland and Hong Kong. The rate of sale in these markets has led Signature to draw up an ambitious further growth plan for 2021. 

“Our unique offering and product quality has helped us to build a strong brand in Deli Kitchen,"​ said joint managing director of Signature Flatbreads David Laurence. "This year, against the backdrop of the pandemic, consumers have been eager to find inspiring yet convenient options to eat at home and Deli Kitchen has benefited by meeting this need. 

“We have NPD in the pipeline for 2021 and expect to see the brand go from strength to strength both in the UK and within the export market.” 

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