Baker Street ‘great taste’ seal of approval

Bakery brand, Baker Street has been awarded 1* in this year’s Great Taste Awards for its Rye & Wheat Bread.

Available in Morrisons, Co-op, NISA and online with Ocado, the Rye & Wheat product has secured increased distribution over the past 12 months, making Baker Street the number one brand in Rye Bread, growing well ahead of the market.[2]

Whilst Rye Bread is a subcategory in growth (up almost 6 per cent), Baker Street’s rye loaves are growing at nearly 85 per cent on last year. The brand offers two products in its range - a Seeded Rye and a Rye & Wheat variant which is the loaf awarded one star in this year’s Great Taste Awards.[3]

Lauren Meadows, Head of UK Brands at St Pierre Groupe comments, “This is a great achievement for one of Baker Street’s lesser-known product lines and reaffirms the quality that we know the Baker Street rye products deliver.

“Interestingly, Rye Bread as a category is growing fast in convenience – likely from top-up shoppers looking for healthier options. The category is up 17 per cent in value and 12 per cent in volume when you look at convenience alone. And the Baker Street products are driving this, up 52 per cent value and 56 per cent volume. We increased distribution with the Co-op 18 months ago and in turn, almost doubled our share of the Rye category in convenience. Proof that consumers will opt for quality branded products, no matter where they shop.”

Baker Street’s Rye & Wheat loaf was praised by Great Taste judges for being “sweet and slightly hoppy on the nose”, stating “this bread really comes alive on the palate.” Judges also commended the product for its texture, “with just the right amount of chew” and its “great balance of wheat and rye notes”.[4]

The accolade is the first Great Taste win for the Baker Street brand which is also the third largest rolls brand and sixth best-selling sliced bread brand in the convenience sector. Away from its stronghold in convenience, the Baker Street brand is also performing well in the major multiples, with significant growth in ASDA on its burger buns and hot dog rolls products in the past year.