Deli Kitchen bread brand rises to the top in 2020

Signature Flatbreads’ Deli Kitchen brand has experienced a year of stellar growth in the UK and has extended into the international market in 2020, resulting in a 78% uplift in sales. It is now listed in all major UK supermarkets.

The company saw a gap in the market and launched the Deli Kitchen brand in 2016 to provide shoppers with more interesting sandwich carriers than standard sliced loaves or wraps. The range now offers eight products with more innovation in the pipeline in 2021. It 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 received industry recognition being shortlisted for the Garlic Breads and Flatbreads category in the Quality Food Awards. The product has also been nominated for The Grocer New Product Awards, Bread and Baked Good category, which takes place later this month.

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 and this year a new Brioche Style Wrap hit the shelves combining the on-trend sweetness of brioche with the convenience of a wrap format, offering a new hybrid to shoppers.

This year the brand has also been exported for the first time, 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.

Joint MD of Signature Flatbreads, David Laurence says, “Our unique offering and product quality has helped us to build a strong brand in Deli Kitchen. 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 benefitted 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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