Deli Kitchen wraps up Tesco range extension

The Deli Kitchen brand is supporting Tesco in revamping its flatbread range, launching five new products into Tesco stores later this month. These products will join three current Deli Kitchen SKUs to bolster the supermarket flatbread offering, answering the growing consumer demand for innovative, high-quality alternatives to sliced bread. 

Deli Kitchen’s Carb Lite Wraps, Wheat & White Wraps, Malted Rye Wraps, Plain Wraps and Plain Mini Wraps will be available in Tesco stores from mid-April. These will join three existing products: Brioche Style Wraps, which launched last year, Greek Style Wraps and Focaccia which launched in 2019 – all three of which have demonstrated strong sales since launch, which accelerated during the pandemic lockdowns.  

Signature Flatbreads’ Deli Kitchen brand experienced a year of stellar growth in the UK in 2020, resulting in a 78% uplift in sales – in part fuelled by the pandemic driving demand for more interesting lunch options at home for the whole family.  

The Tesco range will also launch in new-look packaging, with a brand refresh updating the Deli Kitchen look for increased on-shelf impact. In addition, the launch will be supported by a social-led advertising campaign which will feature British-Cypriot dance duo, Stavros Flatley, due to go live in late April ahead of the first May bank holiday weekend. The pair hit the limelight on Britain’s Got Talent and will add humour to an advertising campaign which uses the slogan ‘Don’t be a Loafer’, and bids to inspire UK consumers to rethink their boring lunchtime options.

David Laurence, Signature Flatbreads’ Joint Managing Director, said: “The Deli Kitchen brand has gone from strength to strength, especially in the last year, as consumers look to add interest to at home food options.  Quality and innovation are at the heart of the brand – and we are delighted that Tesco share our ethos and recognise that the Deli Kitchen range appeals to their core consumers. We anticipate strong sales and future range growth as more people try the products and they become a firm favourite.”

The Deli Kitchen range is available in Tesco stores nationwide and at www.tesco.com, priced from £0.95. Store distribution ranges from 174 to 1,349 depending on SKU.   

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