Baker Street has reduced the number of ingredients across its core rolls range in response to growing demand for less processed foods, and launched a packaging refresh.
The bakery brand, which is part of the St Pierre Group, has reformulated its Burger Buns, Seeded Burger Buns, Mega Seeded Burger Buns, and Hot Dog Rolls using simpler ingredients to deliver an “improved overall quality”.
The move reflects shifting consumer preferences, with around half of UK shoppers actively choosing more natural, minimally processed options, the company said, citing data from Innova Market Insights.
It comes after 18.6 million shoppers abandoned ultra-processed foods in 2025, up from 16.1 million in 2024, according to a poll by food industry consultant Levercliff. It said consumers were changing their purchasing habits in response to concerns about the risks of UPFs. The poll also showed awareness of UPFs had risen to 78% of consumers, compared to 62% the previous year.
Other brands have also looked to cut ingredients. M&S targeted shoppers seeking alternatives to UPFs with the launch of its ‘Only … Ingredients’ range. The initial lineup comprised three cereals and a pack of white bread rolls, each containing six ingredients or fewer.
Alongside the recipe changes, Baker Street is rolling out updated packaging, designed to “better communicate the evolution of the range”. The new look is described as “clean and modern, with a more everyday bakery aesthetic”. It has refreshed its brand positioning with the tagline ‘For the joy of everyday’.
“We know shoppers are increasingly looking for products with simpler ingredients, without compromising on quality or convenience. This reformulation is about striking that balance – improving the recipes while maintaining a competitive shelf life that retailers and consumers value,” said Gill Riley, VP of marketing at St Pierre Groupe.
“The brand refresh brings this to life on pack, with a more natural and contemporary look that better reflects the quality of the product and how it fits into everyday occasions.”
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