Cosy, wholesome and old as time, bakery’s image may be dependable but one thing it’s not is glamorous. Ice cream gets Eva Longoria, colas have their football galácticos and chocolate enlists the help of The A-Team. Bakery gets Hovis’s urchin pushing a bike up a miserable grey cobbled hill.
But what the bakery category lacks in sexiness, it has made up for in sales. Boosted by a revival in the popularity of white bread, value sales of wrapped loaves soared 15.6% to £1.8bn last year. Alex Beckett reports.
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