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With the value of the UK bread and baked goods market up 10.8% to £4.92bn[1], the opportunity for creative NPD is growing. Deli Kitchen, innovative bakery brand owned by Signature Flatbreads, is set for a sizzling summer as it expands its range with two new products. Deli Kitchen Sweet Cinnamon Wraps and Deli Kitchen Sweet Vanilla Wraps are innovations for both the brand and the category, launching nationwide into Morrisons stores from late June.

The new products were born out of consumer demand for versatility and variety in the bakery category. Both wraps and pancakes are a weekly staple for shoppers, with a combined market value of £300m[2], and the new Sweet Wraps fuse the benefits of both products and are expected to have broad appeal as breakfast, dessert, and snacking options. The retail value sales of sweet baked goods increased by 13.9% in 2022[3] and the brand is expecting to see this demand continue throughout 2023.

The rise of TikTok has led to viral trends encouraging consumers to be more creative with food, especially fusing favourite food options. The 2021, viral ‘Wrap Hack’ encouraged creativity and saw more consumers using wraps for sweet filings, now it’s easy for everyone to give the trend a try with these new products hitting the supermarket shelves:

  • Deli Kitchen Sweet Vanilla Wraps– RRP £1.50, available in Morrisons from 19th June
  • Deli Kitchen Sweet Cinnamon Wraps – RRP £1.50 available in Morrisons from 19th June

The new wraps join the eleven strong Deli Kitchen range listed in Morrisons that expanded in April 2023. The Spring range expansion included Deli Kitchen Plain Wraps, Mini Plain Wraps, Wheat and White Wraps, Mini Wheat and White Wraps, Chargrilled Wraps and Carb Lite Wraps. These joined the existing Deli Kitchen Greek Style Flatbreads, Sliced Focaccia, Folded Flatbreads, Pizza Flatbreads and Persian Style Flatbreads.

Tim Wittekind, Head of Brand, NPD, and Innovation for Deli Kitchen comments ‘‘Innovation is the heart of our brand and we are always on a quest to develop new products that will excite shoppers, but that also fulfil customer needs. Our Sweet Wraps offer something new and different, but in a format people know and love. The versatility of the new products, which can be used across the breakfast, snacking and dessert occasions, will ensure they appeal to families, especially as they also deliver on convenience, quality and taste.’’

[1]  Kantar 52 w/e 19 February 2023

[2] NielsenIQ. EPOS 52w/e 17/07/21

[3] UK Sweet Baked Goods Market Report 22 – Mintel –

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