The UK’s leading flatbread brand Deli Kitchen has refreshed its core range with a new look and feel, dialling up its food and transparency credentials ahead of key summer trading.
- 10 years on from its launch into UK supermarkets, Deli Kitchen has undergone its first major refresh to dial up its flavour and transparency credentials.
- The flatbread category has boomed over the last decade, growing 160% in value since 2023[1]. And consumer appetite for flatbreads shows no sign of slowing with 39.5% basket penetration (+14.9% YoY)[2].
- The rebrand comes soon after the recent appointment of James Eid as Signature Flatbreads’ new CMO and ahead of the key summer trading period.
Ten years on from its launch into UK supermarkets in 2016, Deli Kitchen has undergone its first major rebrand to dial up its flavour and transparency credentials. Famed for hero products such as the original Greek Style Flatbreads and sliced Focaccia, the business has pioneered the category to become a fully- fledged section in most bakery aisles.
Consumer appetite for sliced bread alternatives continues to grow with 82.8% basket penetration[3] and value growth of 44% since 2023[4].
The new look and feel dials up the brand’s flavour credentials, giving cues to international bread traditions and the region of each product along with its trademark colourful palette to help consumers easily identify which product SKUs. It also sees a refreshed logo and brand mark featuring a flame at its centre, reflecting the role of traditional baking methods used over hundreds of years to deliver consistent quality. The wider design runs across the full range to unify the portfolio and improve standout on shelf to shoppers, reinforcing the brand’s focus on craft and quality.
Reflecting this updated brand identity, UK CMO James Eid said: “Insight driven decisions are central to our approach as the brand matures, and summer is a key moment for us as consumers look to eat outside and light their barbecues.”
Alongside the visual refresh, the brand is also responding to growing demand for clearer product information by introducing a new transparency label system called “Our Promise”. The system shifts key back of pack information into a neat consumer friendly call out on the front of Deli Kitchen packaging.
With 61% of shoppers saying transparency in the food supply chain is important to deepen trust[5] and 44% saying they are willing to spend more on food and drink products that are transparent about their ingredients[6], consumers want brands to make nutrition and ingredient information more accessible to help them make informed choices.
“Our Promise highlights clear nutritional cues, such as high fibre and high protein, helping shoppers instantly recognise the nutritional benefits of each bread.” Eid furthered: “Ten years on we have accumulated a huge amount of in-market learning and category understanding for the brand, and Signature Flatbreads has a wealth of knowledge going back over 40 years. The new look and feel capitalises on our expertise whilst also going deeper to support consumer decision making through the “Deli Kitchen’s Our Promise” labelling system. Innovation has been at the core of our business, and this move sets the tone for the next decade.”
Listed in all major UK grocery retailers, Deli Kitchen has carved out a new category and created wider choice for consumers in the bakery aisle. In a more food aware age the brand’s focus on consumer decision making is building strong foundations for the company’s future growth agenda.
[1] Numerator, January 2026
2 Numerator, January 2026
3 Numerator, January 2026
4 Numerator, January 2026
5 Nexus, Censuswide, 2,000 consumers, October 2024
6 Nexus, Censuswide, 2,000 consumers, October 2024
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