Signature Flatbreads launches two new Deli Kitchen products into Waitrose

Signature Flatbreads is launching two new Deli Kitchen products into Waitrose stores across the UK this month.

The new Plain Naan launches in 250 stores and the Garlic and Coriander Naan launches in 200 stores. Available from 10 November with a four-week introductory offer of £1.44, the naans will then retail at £1.80.

The new naans join the Deli Kitchen Greek Style Flatbreads, which achieved record sales in Waitrose in August, and the Deli Kitchen Focaccia, which has also shown strong sales since its August 2019 launch into the supermarket chain.

The new Plain Naan and Garlic and Coriander Naan’s are handcrafted, flame-baked and suitable for vegetarians offering customers a top-quality tasting experience. More adventurous meals from different cuisines, including India, have been popular with home cooks since the start of the COVID pandemic. Kantar data on the most popular evening dishes during the pandemic found that Indian food accounted for 4.9% of total evening meal occasions* demonstrating the clear demand for convenient Indian accompaniments.

The Deli Kitchen brand continues to showcase Signature Flatbreads commitment to innovation in the category, with these two new naans being the first bakery naan SKUs launched by Waitrose.

David Laurence, Signature Flatbreads’ managing director, said: “We continue to build the brand and grow our Deli Kitchen range with new products that offer consumers added interest at mealtimes, as well as an excellent eating experience.’’ 

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