Jacksons Grocer Gold

Source: The Grocer

The award was collected by Jacksons Bakery’s managing director Owen Elliott and head of NPD & innovation Nicola Diogenous

Winner: Jacksons Bakery - Retail Own-Label Bakery Contract

In 2019, Jacksons Bakery realised it was too focused on supplying bread for out-of-home sandwiches. So it set a goal of finding a retailer partner to broaden its business.

In April 2021, the sixth-generation family business found that partner – inking a long-term deal to supply a UK convenience retailer with own-label sliced bread range.

Given the impact of Covid on out-of-home, its strategy was vindicated. Yet it took hard work. To get there, Jacksons implemented a transformation project including a total refurbishment of factory lines, a 30% uplift in production, and collaboration with another family-owned third party business to access their logistics and distribution network.

The move transformed Jacksons into a major supplier, distributing 14 own-brand bakery lines on a daily basis to over 4,000 stores.


  • Princes and KCIR - Innovation Partnership
  • Serve Legal - New Product Development


Grocer Gold Awards 2022: the winners