Wraps, pockets and softs (Kingsmill)
Launched: May July 2011
Kingsmill is following rival Warburtons into the sandwich alternatives sector with a range of flatbread products. Developed to meet growing consumer needs for lunchtime products that offer variety, the range includes 50/50 Wraps, 50/50 Pockets, Pockets and Deli Softs. The 50/50 Wraps hit shelves this month, retailing at £1.39 for six. Launching alongside them, the Pockets and 50/50 Pockets will sell for 79p for eight. They will be joined in July by 50/50 Deli Softs, selling at £1.29 for eight.

Breads and morning goods (P&H)
Launched: May 2011
Wholesaler Palmer & Harvey McLane is rolling out a range of freshly baked breads and morning goods to its independent customers as part of a new food-to-go range. Fresh Express includes category bestsellers such as sausage rolls and steak slices as well as luxury items including organic brown bloomers and filled doughnuts, with a hot drinks option.

Classic crumpet range (NewLeaf)
Launched: January 2011
NewLeaf has attempted to premiumise the humble crumpet with its Classic Crumpet range. Available in original, hemp and cholesterol-reducing beta glucan variants (rsp: £1.40 to £1.60), and foil-wrapped for freshness, the crumpets are available exclusively in Harvey Nichols until the end of May, when Newleaf hopes to take the product into the multiples.

Cranberry & Orange Breakfast Bread (Mission Foods)
Launched: March 2011
Capitalising on the burgeoning demand for breakfast bakery products, Mission Foods has launched Cranberry & Orange Breakfast bread (rsp: 0.99p). Available in Morrisons in packs of four, the breads are suitable for toasting and can be eaten on their own, with butter, or with a sweet or savoury topping.

Focus On Bakery