Bakery brand continues growth with new trial listing in Tesco Express 

Baked by Rich’s, the premium sweet baked goods brand, is continuing its upward trajectory with a new trial listing in Tesco Express.

Available nationwide across Tesco Express’ 1,500 stores, Baked’s bagged cookies (White Chocolate, Triple Chocolate and Oat & Raisin) will be sold in 4-packs from 10th July.

Since launching in June 2021, Baked’s thaw & serve retail-ready cookies, muffins and buns are now worth over £2.5m, following impressive sales across One Stop and SPAR Scotland.

Further to this, a new partnership with Eden Farm Wholesale is supporting further distribution across the UK impulse channel and has also resulted in a listing in Scotland’s KeyStore estate.

By answering the consumer demand for packaged, coffee-shop quality treats, Rich’s has seen real success with Baked cookies in the convenience channel, with One Stop stores averaging 10 units per week, per store[1] – higher than bagged cookie sales for some supermarkets.

John Want, Sales, Marketing and R&D Director at Rich’s, says: “We’re proud of the success Baked has had in just a under a year, and this listing in Tesco Express is another step forwards. We’re already a multi-million-pound brand and we have ambitious growth targets in the next two years.

“Baked will be available in over 3,000 stores across the UK this summer with more on the horizon. We’ve invested heavily to bring our thaw & serve proposition to cater for the changing retail landscape, providing an in-store bakery (ISB) solution to channels previously uncatered for, such as convenience.

“The total bakery category has grown 6.3%[2] in grocery retail in the last year and sweet bakery has shown resilience, reflecting trends for indulgent snacking. We introduced Baked to offer an affordable, coffee-shop quality ISB option, and we’re not surprised its resonating with both retailers and consumers.”

The Tesco listings will also be supported via a social media campaign across Baked’s Instagram and Facebook channels.

[1] Rich’s Sales Data

[2] Kantar, FMCG panel, Total Bakery, 52we 21st March 2021psu

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