Spar wholesaler James Hall has started delivering Hovis and Roberts bread to stores every day in an effort to improve bread sales through its independent retailers.
The move follows a trial of daily bread deliveries at its company-owned store group G&E Murgatroyd, which saw bread sales rise by 4%.
The wholesaler has invested £1m in a new fleet of lorries that it said would keep the bread at a perfect temperature.
“Bread is a massive footfall driver in convenience stores. The pre-packed bread market is worth £1.8bn but independents and symbol group stores account for just 3% of this. We want to help change that,” said retail director Peter Dodding.