Deli Kitchen looks to world cuisine for bakery offer shake-up

Deli Kitchen has rolled six new products exclusively into Tesco.

The new range was developed with inspiration from world cuisine, said the supplier.

It comprises: Flame Baked Indian Spiced Naan (rsp: £2.20/2x200g), Pinsa (rsp: £2.20/230g) Colombian Style Buns (rsp: £2/4x70g), Protein Crumpets (rsp: £1.50/6x55g), Rye Snack Breads (rsp: £1.50/6x20g) and Cinnamon, Raisin and Oat Snack Breads (rsp: £1.50/6x20g).

Flame Baked Indian Spiced Naan reflected “the continued popularity of Indian cuisine in the UK”, while Pinsa tapped into “the nation’s appetite for Italian food” and was “perfect for topping and baking”, said Deli Kitchen. 

The Colombian Style Buns were based on a traditional arepa and made with cornmeal. They would “provide an intriguing alternative to buns and baps during BBQ season”, Deli Kitchen said.

The duo of snack breads, meanwhile, offered “high-fibre and low calorie options for health-conscious consumers”.

Protein Crumpets, too, were added to tap the trend for “managed health”.

The NPD would seek to “take advantage of the growing ‘bakery beyond core bread’ sector”, said Deli Kitchen. The segment was now worth £846m and made up 17.3% of all occasions within the total wrapped bread category, it added, citing NIQ data.

“The traditional bread aisle has long been ripe for a refresh,” said Deli Kitchen head of brand, NPD and innovation Tim Wittekind. “The old saying may make us think that sliced bread is the stronghold of the category but, in reality, there’s so much scope for growth by offering up the variety and inspiration that shoppers are hungry for.

“Tesco is ahead of the curve with these exciting new products – allowing the whole category to attract shoppers across the UK looking for fresh ideas for breakfast, lunch and dinner. We’re confident this is just the start of a bakery aisle revolution across all supermarkets.”