Leading bakery brand, Baker Street, secures new listing with online retail giant in time for second national lockdown. 

As the Coronavirus pandemic continues, retailers nationwide are reviewing their ranges to ensure availability for consumers navigating ever-changing lockdown restrictions. Ocado has extended its bakery offering with the addition of Baker Street Burger Buns and Hot Dog Rolls, to ensure availability of quality, store-cupboard staples.

The news is the latest coup for Baker Street, coming hot on the heels of its first major multiple listing with Tesco in September, which exclusively launched the brand’s festive Stollen range.

The extended life bakery brand, which is part of St Pierre Groupe, is growing rapidly with sales up 35 per cent at the end of September 2020, compared to the same period last year.

Jeremy Gilboy, founder of St Pierre Groupe explains; “The brand is on track for its fourth consecutive year of double-digit growth. We’ve always advocated for great taste with less waste and the UK market is starting to take notice. Consumers are more aware than ever before of food waste and its impact, so our extended life products are resonating with a new, wider audience.

“Our sliced breads already have a loyal customer base, but the pandemic has meant people have looked to reduce the frequency of their shopping trips, giving longer life products greater appeal.

“The other impact of the pandemic is that multi-pack formats that can be used for multiple meal occasions, have become key. In July 2020, Baker Street was the number 2 branded burger bun in the UK – and that’s without a single major multiple retailer listing”. (Nielsen)

Baker Street Burger Buns (pack of six, RRP £1.50) and Hot Dog Rolls (pack of 4, RRP £1.50) join the brand’s range of rye breads and its Brioche Burger Buns on Ocado’s virtual shelves.

The online retailer has revised profit forecasts as the pandemic continues to push grocery sales online. Shares in Ocado rose earlier this month, making it a top riser on the FTSE100 as it prepared for a second lockdown in England. Tim Steiner, the Ocado chief executive, said the group did not experience stockpiling but was “continuing to trade at peak volumes every day”.

Baker Street is in the top five fastest growing bakery brands in the UK with brand value now in excess of £24 million – pre-dominantly driven by sales in the convenience and wholesale sectors.

Gilboy continues: “Extending Baker Street listings with Ocado, especially whilst they’re experiencing such rapid growth, is a fantastic achievement and will help drive further exposure for the brand. This, along with our growth and other new listings this year is as strong an argument as any that we are a must-stock for retailers nationwide.”

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