Deli Kitchen launch two new products for Autumn

26 September 2023

Following a strong year for Deli Kitchen, the innovative bakery brand owned by Signature Flatbreads, it is expanding its range with two new products. Deli Kitchen Garlic Tear & Share Flatbread and Deli Kitchen Indian Spiced Wraps are launching nationwide into Tesco stores from September. With the value of the UK bread and baked goods market up 10.8% to £4.92bn[1] the opportunity for innovative NPD continues to grow.

Joining the booming flatbread category worth £39m[2] is Deli Kitchen’s brand new Garlic Tear & Share Flatbreads. Inspired by the Ukrainian Pampushka bread, the brand is paying homage to the product’s heritage by donating 10p to the Ukrainian Red Cross with every Deli Kitchen Garlic Tear & Share Flatbread product sold. Garlic bread emerged as the most popular garlic meal[3] ahead of garlic dough balls, highlighting the potential market demand for this new SKU . The sharing nature of the product has mass appeal for families, a core demographic for the brand, and launches at a key shopping period as families are looking for quick, easy dinners. The Deli Kitchen Garlic Tear & Share Flatbreads will be available in Tesco stores nationwide from September with an RRP of £2.20.

Deli Kitchen has established itself as one of the UK’s most progressive bakery brands bringing multiple category firsts to market, including its Deli Kitchen Persian Style Flatbreads which launched last October and its brand new Indian Spiced Wraps join the list as the latest innovation. The new wraps join the booming bakery wraps category worth £144m[4] as a completely unique offering. The wraps aim to bridge the gap between the widespread understanding of wraps and Brits passion for Indian food, a top cuisine in Britain[5]. The wraps are launching into Tesco stores nationwide from September with a RPP of £1.60.

Tim Wittekind, Head of Brand, NPD, and Innovation for Deli Kitchen comments ‘’Innovation is at the heart of our brand, and we are always on a quest to develop new products that offer our customers options to make their mealtimes more varied whilst delivering on taste, convenience, and quality. Inspiration for our new breads is driven through our love of international cuisine and we are pleased to be able to support the Ukrainian Red Cross through sales of one of our latest launches.’’

The new products join Deli Kitchen’s well-established range. It’s Tesco range includes Deli Kitchen Greek Style Flatbreads, Sliced Focaccia, Persian Style Flatbreads, Carb Lite Wraps, and Brioche Style Tortilla Wraps.  

[1]  Kantar 52 w/e 19 February 2023

[2]  Nielsen EPOS 52wks W/E 1/01/22, Kantar usage January 2021

[3] Innova, BC proprietary Qualtrics quantitative research- August 2021

[4] Nielsen EPOS 52wks W/E 1/01/22, Kantar usage January 2021.

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