Deli Kitchen rises to the occasion with bumper Q4 sales

Deli Kitchen continues to drive the category with strong growth in the final 12 weeks of 2023.

Total unit sales were up 69% vs the previous year, with Greek Style Flatbreads leading the charge (+20% YoY). The brand is continually seeing double-digit YoY growth and with the flatbreads category growing by 17% YoY, there is huge opportunity for greater growth in 2024.

The strong performance aligns with increasing interest in world cuisine, with 92% of Brits now eating it at home[1]. Consumers are looking for alternative mealtime solutions and Deli Kitchen is meeting this demand. The brand puts a unique take on the world’s favourite bakery products, to inspire people to eat more adventurously at home. It has brought multiple category firsts to the market, including Deli Kitchen Indian Spiced Wraps and Persian Style Flatbreads.

Deli Kitchen is continuing to invest in its marketing for 2024 to promote further brand awareness. Social media and influencer partnerships will drive part of this strategy as trends continue to have a big impact on the bakery market. Deli Kitchen has partnered with well-known creators like ‘El Burrito Monster’ to help demonstrate the versatility of its products and inspire consumers to experiment, reaching tens of millions of social media users in the process. 2024 will also see continued investment in influencer marketing and a bigger Summer marketing campaign.

Joint MD of Signature Flatbreads, David Laurence said, “Our commitment to driving innovation has helped us build a strong brand in Deli Kitchen and the growth demonstrates this. This year, against the backdrop of the cost-of-living crisis, consumers have been eager to find high-quality, versatile and inspiring options to eat at home and Deli Kitchen has been there to meet that need. We are continuing to invest in production capabilities and a strong NPD pipeline for 2024 and expect to see the brand go from strength to strength.”

[1]Mintel UK World Cuisines Market Report, 2023