Coultons Bread is adding a soft rolls multi-pack to its Sunbake portfolio - exclusively for the convenience and impulse market.

Sunbake Soft White Rolls

The new sliced launch follows the introduction of the Sunbake brand across the UK in February. The soft white rolls come in packs of eight, with an rrp of £1, and will be available to retailers from June 20.

Howard Hunter, managing director for Coultons Bread, said: “The Sunbake brand has already made a significant impact for us and the market as a whole.

“Private label is continuing to show growth in national data and this primarily at the cost to the major brands as the disparity of retail pricing becomes evident in supermarkets & discounters versus convenience retail. Sunbake is successful we believe as it starts to correct that imbalance by providing exclusively to the convenience retail market a private label solution for that market.”

Graham Mahon, commercial director for Coultons Bread, added: “The launch of the Sunbake 800g range has exceeded expectation for us and we will continue to grow this brand with our versions of the top selling consumer lines in bakery. As there is evidence of a continuing trend for consumers engaging with private label, we will continue to drive that part of the market and champion our efforts for the convenience retail channel.

“We of course recognise the need to offer the major brands across the market and we will continue to do so, but we also recognise the need to help close the gap for convenience retailers in offering a lower cost alternative. That’s where our fantastic new Sunbake Rolls will help to offer great value for money in the convenience market with another top selling SKU”