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Tesco revamps its in-store bakery range

Shoppers are to be offered a fresher bakery experience at Tesco, with the introduction of new top quality, limited-edition speciality bread and sweet products, available for less than the premium prices often found at trendy artisan bakeries.

The major move has seen the supermarket re-design its in-store bakery range launching nearly 30 new lines, including six limited-edition products.

As part of the revamp, which will roll out to all Tesco bakeries this month, the supermarket will also include nutritional information on packaging, such as calorie content and daily recommended allowances.

Tesco Lead Bakery Product Development Manager, Sarah Donovan said: “Times are changing in the baking world, and we’re seeing the emergence of an adventurous new type of shopper who is eager to try more premium artisan varieties of bread and sweet treats.

“But we don’t believe that shoppers should have to pay high prices for artisan bakery items, which is why we’ve launched a new range of great quality products baked daily in store.”

Among new artisan bread lines being introduced are:

Added Sarah Donovan: “Instead of seeing bread as just something to toast in the morning or make a sandwich with, more people are beginning to appreciate it as a food to savour and one that can have many different flavours and complex tastes.

“This has resulted in a major boom for speciality bread with sales of focaccia, ciabatta and Mediterranean varieties all selling really well.” 

New sweet lines include:

Tesco has dropped the price of bread and butter across its stores and online as part of its commitment to provide value for customers during the cost-of-living crisis. The move has included reducing the price of the supermarket’s most popular bread, the Tesco Toastie white bread, from 85p to 75p.

Today, in-store bakeries are a common feature in many UK supermarkets, ranging from large chains to smaller local stores. They remain popular among consumers who appreciate the convenience, freshness, and variety offered by these in-store bakery sections.

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