Roberts bakery now has nationwide convenience store coverage for the first time – securing national listings for six of its range in Londis and Budgens stores across the UK.
Now shoppers in over 2200 stores and forecourts can buy all three of Robert’s award-winning Bloomers – Heroic Wholemeal, Wondrous White and Seriously Seeded – as well as its three ever-popular soft white family classics, including Medium, Thick and Mega Thick.
With distribution from all five UK Booker depots, Roberts bakery now has listings in all 1600 franchises trading under the Londis symbol group, 350 of its forecourts and 250 Budgens stores.
It’s the bakery brand’s latest success in terms of growth and geographical expansion, after recently gaining multiple listings nationwide with Asda and Morrisons.
Roberts’ Managing Director Stuart Spencer-Calnan said: “We are, of course, delighted to secure yet more national stockist listings with not one, but two, of the most prominent players in the convenience store sector. It comes hot on the heels of our UK-wide multiple retailer wins and further strengthens our position as a national brand.
“We’re continually developing our product range and the way we operate – we’re the UK’s first and only bread brand to introduce 100% recyclable at home packaging, for example – to encourage people to look differently at bread and bakery. We set out to shake up the category and we’re pleased to say that we’re doing just that.
“These latest national listings give us an even stronger base on which to grow and reaffirm our position as the next generation bakery.”
Peter Seabrook, Head of Fresh, Direct to Store and Frozen at Booker Retail Partners, said: “We are looking forward to Roberts’ bread – and indeed the Roberts brand – arriving in our stores and enhancing our bakery offering for customers.
“The modern artisan Bloomer range is a particularly exciting for us – providing a premium, high quality and tasty addition to our bakery shelves. Add to this the easily recyclable at home credentials of its packaging – the design of which is also so fresh and eye-catching – and we’re sure our customers will be keen to buy it.”
Listings will be supported by in-store promotions and marketing activity.
Roberts’ 600g modern artisan Bloomer range has an RRP of £1.39. Its Heroic Wholemeal Bloomer was voted best bread product in The Grocer’s New Products Awards 2018. The stocked 800g soft white range also has an RRP of £1.39.
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