Brace’s Bakery has launched a traditional sliced Welsh fruit loaf into Welsh Tesco stores.

Based on a bara brith loaf, the 400g sliced ‘speckled bread’ (rsp: £1.40) contains sultanas and raisins, as well as spices to differentiate it from the fruit loaf in Brace’s morning range.

“We have tweaked and updated the traditional recipe with a loaf that is ready-sliced for convenience,” said Brace’s.

Breakfast products are the fastest-growing bread segment [Nielsen].