Signature Flatbreads launches Deli Kitchen NPD for Tesco

By James Ridler contact

- Last updated on GMT

Five new Deli Kitchen products have launched into Tesco stores
Five new Deli Kitchen products have launched into Tesco stores

Related tags: Bakery

Flatbread manufacturer Signature Flatbreads has launched five products into Tesco stores under its Deli Kitchen brand.

Deli Kitchen’s Carb Lite Wraps, Wheat & White Wraps, Malted Rye Wraps, Plain Wraps and Plain Mini Wraps are now available in Tesco stores nationwide. Its latest offerings join three existing products already on Tesco store shelves: Brioche Style Wraps; Greek Style Wraps; and Focaccia.

The launch follows a year of success for the Deli Kitchen brand, which achieved a 78% uplift in sales thanks to increased demand off the back of the COVID-19 pandemic.

In July last year, Signature Flatbreads reported it was to create 75–100 new jobs as part of its investment to increase production capacity to meet demand.

Brand refresh

The new products will launch with new-look packaging for the brand and will be supported with an ad campaign featuring Britain’s Got Talent contestants and dance duo Stavros Flatley.

David Laurence, Signature Flatbreads’ joint managing director, said: “The Deli Kitchen brand has gone from strength to strength, especially in the last year, as consumers look to add interest to at home food options. 

“Quality and innovation are at the heart of the brand – and we are delighted that Tesco share our ethos and recognise that the Deli Kitchen range appeals to their core consumers.

“We anticipate strong sales and future range growth as more people try the products and they become a firm favourite.”

Nationwide supplier

Signature Flatbreads supplies own-label flatbreads – such as naans and tortilla wraps – to all the major UK retailers and foodservice operators. The company also owns the Planet Deli brand of long-life bakery products, and Deli Kitchen brand of flatbreads available from multiple retailers.

In 2016, former food and farming minister George Eustice opened a new £10M extension to Signature Flatbread’s factory in Dunstable, while 2018 saw the manufacturer agree to acquire the shareholding of its joint venture partner, Aryzta.

Meanwhile, last week saw Hovis unveil a new range of bread products​ under its new ‘Bakers Since 1886’ banner, capitalising on its over 100-year history.

Related topics: NPD, Bakery

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