Focus on bread & baked goods: Is wrapped bread toast?

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Despite an overall increase in bakery sales of 3.5%, on volumes up 1.7% in the past year, wrapped bread volumes have slipped. What can the sector do to revitalise itself?

Not only has the mainstay of the category lost share to a new wave of bread alternatives including thins, wraps and bagels, it has also suffered from persisting negative - and not entirely justified - perceptions in terms of health, say commentators.

Our special report delves into the bread and baked goods market and finds out what the humble loaf must do to regain form; it crunches the numbers on the sector’s bestsellers and market share; explores the marketing strategies employed by the industry’s leading brands; evaluates the trend for artisan-style bread; and canvasses expert opinion on where the market is going.

Also inside our special feature:


Kantar update

In two-nations Britain, which retailers enjoyed the strongest bread sales growth? Read more


Warburtons bread advert

Flat results

Warburtons is planning a record push even though two other brands spent big to no avail Read more


Allinson High Fibre White bread

Half and Half measures

From wraps to high fibre, the most significant new product launches of the past year Read more


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