Baker Street is launching four new Deli and Ciabatta products this month, as well as offering its waffles in larger packs.

Tapping into the trend for seeded and ‘benefit’ skus, Baker Street’s new Deli Rolls are available in two variants: multi seed; and multi seed with chia (rrp £1.69 / 4-pack). Both contain sunflower seeds, linseed, flaked oats & rye.

Specially developed for the convenience market, a new part baked Ciabatta Loaf (rrp £1.39 / 250g) and rolls (rrp £1.39 / 4-pack) is also being added to the Baker Street portfolio. 

All the new breads are being listed in Nisa, Spar, Dhamecha and Bestway and are suitable for vegetarians. The rolls are high in fibre, low in saturated fat and provide a source of protein, while the Chia rolls are also high in Omega 3. The pre-sliced square rolls are packed to help retain freshness, reduce waste and have a guaranteed shelf life of at least 35 days.

Jeremy Gilboy, managing director at brand owner Carrs Foods said: “As well as capitalising on the trend for bread with benefits, these new product launches are the final milestone in the £500K makeover of our Baker Street brand. With sales of Baker Street increasing year on year, we believe the fresher for longer positioning is on trend and a key sales driver.”

To appeal to families looking for convenient breakfast and snacking options, Baker Street is also relaunching its waffle range in a new pack size.

The waffles have changed from a six pack to an eight pack and are now twin-wrapped. Available from this month, the new pack has an rrp of £1.35 and is listed with Nisa, Spar, Booker and Bestway. Like the rest of the Baker Street range, the waffles have a guaranteed 35 day plus shelf life

Gilboy added: “We know the new Baker Street waffles will be a family favourite but they also tap into the trend of trading up breakfast choices. Consumers, particularly a younger demographic, will top waffles with other breakfast items like bacon and maple syrup for a meal worthy of posting on Instagram.”