Wholesalers should be focused on the £7.8bn UK bread market, which is forecast to grow by more than £1bn by 2026.
Délifrance’s recent bread report – Prove It: Breaking Bread – reveals that almost two thirds (63%) of UK consumers eat bread regularly for breakfast.
So, there is a huge opportunity for wholesalers to take a slice of this growth by aligning with innovative solutions and embracing the evolving trends in the bread category.
“From research we conducted, the top three trends with breakfast choices come down to taste, convenience (quick and easy), and health,” comments Stéphanie Brillouet, Marketing Director, Délifrance. “Those looking for something on the go are most likely looking to grab something on their way to work. That’s why pastries are more likely to be chosen and even though they are seen as a treat, they put people in a better mood for the day. Within our esteemed Délifrance Héritage Premium range, we’ve proudly created our easy-to-bake Croissants and Pain au Chocolat, meticulously crafted to meet the highest standards of quality.” Diving deeper into the market trends we can see that 64% of the bread eaten out-of-home at breakfast time are bought sandwiches.
Consumers revealed plenty of love for the classics – baguettes, rolls and sliced bloomer bread, but there is also a lot of interest in products such as wraps and Italian breads. In addition, consumers eating bread out-of-home at breakfast time revealed they like it served hot (82%), made-to-order (54%) and packaged (47%).
“Finally, sourdough has been experiencing strong growth in recent years as consumers become more and more familiar with its health benefits, increased quality and flavour,” adds Brillouet. “Therefore, wholesalers should consider stocking products that can tap into this demand. At Délifrance, we have developed our own mother dough (sourdough starter) to be able to produce real sourdough breads at scale. We have invested time and care into upskilling our employees and processes to create sourdough products that are hand-crafted and free of additives.”
Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the St Pierre brand: “Shoppers are being careful with their cash these days, but bakery is still an everyday purchase, including for breakfast. The move towards premiumisation hasn’t slowed in this staple category, and premium brands like St Pierre give consumers an affordable opportunity to ‘trade up’ and elevate everyday meals, which is benefiting wholesalers. The ongoing financial pressures have made the shopping audience more discerning, but when it comes to breakfast, there’s a real mix of indulgence and impulse buys that are driving sales in the sector.”
The St Pierre range enables wholesalers to help the retailers they supply to cater to shoppers looking to elevate breakfast at home or on the move and keep them coming back. Meanwhile the trend for at-home socialising, including brunches, remains key with hosts keen to impress with ‘an upgraded’ menu, including St Pierre’s burger buns and hot dog rolls. All St Pierre items also have the added benefit of an extended shelf-life, which helps reduce the risk of wastage for wholesalers, retailers, and end-users.
St Pierre launched individually wrapped ranges in SRP (shelf-ready packaging) formats in April 2020, catering to retailers looking to capitalise on the ‘on the go’ crowd then enjoying coffee experiences at home. With consumers back ‘on the go,’ St Pierre’s food to go range, along with its multipack offering, is in growth year on year, presenting a major opportunity for wholesalers.
“Now working patterns have stabilised, out of home breakfasts are an important part of the working day for millions of us,” adds Reynard. “In-home breakfasts continue to be important for many consumers, but the morning run also presents a clear opportunity for wholesalers to encourage their retail customers to merchandise a range of morning goods, which can be partnered with hot drink dispensers in-store. The strength of the St Pierre brand helps retailers increase their food to go sales and draw shoppers back on repeat visits.”
The St Pierre snacking and food to go range comprises Caramel Waffles, Millionaires Waffle, Butter Croissants, Chocolate Filled Croissants, Brioche Waffles, and Belgian Waffles with Butter, whilst its multipack offerings include Brioche Swirls, Chocolate Chip Brioche Swirls, Brioche Rolls, Chocolate Chip Brioche Rolls, Chocolate Filled Crepes, Vegan Croissants, and Vegan Pains au Chocolat, Belgian Waffles with Butter, and Belgian Waffles with Chocolate Chips.
St Pierre is adept at developing products that cater to multiple meal occasions but have highlighted breakfast as a focus area. As a result, St Pierre is the fastest-growing brand in morning goods (Nielsen, Value Sales L52 weeks to 3rd June 2023). Increased distribution on its multipack range of Brioche Swirls, Chocolate Chip Brioche Swirls and Chocolate-filled crepes has driven sales growth of 229 per cent, 278 per cent and 264 per cent, respectively, in the last year (IRI, All Retail, UK sales to October 7th, 2023).
Brioche is also an important part of the extended breakfast occasion, taking in rolls and buns, and the St Pierre brand now has four brioche bun and hot dog roll products in the Top 12 value rankings. The St Pierre Brioche Buns (6 pack), St Pierre Brioche Hot Dog Rolls and St Pierre Seeded Brioche Burger Buns (4 pack) are performing incredibly well, all pre-sliced for convenience and benefiting from an extended shelf life, to help consumers reduce in and out of home wastage.
St Pierre’s brioche buns and hot dog rolls have continued to fly as shoppers embrace premium options that allow for easy upgrades to at-home menus, including elevated breakfasts. The brand’s Seeded Brioche Burger Buns are up 84 per cent, its Brioche Burger Buns are up 164 per cent and Brioche Hot Dog Rolls are up 68 per cent in the last year (IRI, All Retail, UK sales to October 7th, 2023). St Pierre Brioche Bun sales continue to increase, with consumers enjoying its products for breakfast, as well as lunch and dinner, because they offer an affordable luxury. Despite the current challenges, consumers will still opt for quality products from trusted brands, to treat themselves well at home, including in the mornings.
The brand has expanded its morning goods selection, adding multipacks of St Pierre Pains au Chocolat and Croissants. Both products offer six individually wrapped products, which have recently been reformulated as part of the St Pierre brand’s commitment to continual product improvement. This move has resulted in vegan-approved products, which has added appeal for wholesalers looking to stock products that cater to broader audiences.
Other recent launches are St Pierre Belgian Waffles with Butter and St Pierre Belgian Waffles with Chocolate Chips, which was introduced in Q3 last year (2023). All St Pierre’s new products are driven by insight, in response to the huge role that premiumisation is playing in the bakery category, and the demand for premium products now being felt across all subsectors.
Waffle consumption increased in 2020 with the arrival of lockdown and greater demand for variety in breakfast and at-home snacking.
St Pierre more than doubled value sales in the last year with growth of 107 per cent and 56 per cent in volume – bucking the wider category trends (IRI, UK Market to 07/10/2023).
“Wholesalers wanting to maximise sales and minimise waste in their breakfast offering should stock the St Pierre range of morning goods and brioche rolls and buns. These offer an extended shelf-life, which helps reduce wastage with time-sensitive products, and is resulting in growth across the board, as they are increasingly popular with retailers watching their costs and margins. Our products also enable wholesalers and their retail customers and out of home operators to provide a strong breakfast offering throughout the year,” adds Reynard.
“Wholesalers should also capitalise on consumers’ enjoyment of bakery items in convenience stores by helping their retailer customers make bakery items part of their food to go offerings. Wholesalers can do this by including a wide selection of best-selling bakery goods in their depots and displaying them prominently, particularly extended shelf-life products like those from St Pierre, which as stated mean wholesalers and their retailer customers can reduce the risk of wastage. Wholesalers should also work with suppliers to optimise delivery of bakery products to their depots at optimum freshness.”
Consistent brand building in trade spaces plays a key role, as wholesalers want to offer trusted brands. St Pierre supports its wholesale customers with a strong promotional calendar, backed by high-profile marketing campaigns. St Pierre also provides stand-out branded packaging that helps increase brand awareness in store. This helps to drive margins for retailers, whilst the products’ longer shelf life protects them from wastage, which is all important in the current climate.
“Clearly, there is opportunity for wholesalers to encourage their retailers to drive interest in the bakery category with innovative merchandising which increases dwell time and ultimately, sales,” says Reynard. “We are looking forward to working with our wholesale partners in 2024 to further improve merchandising, taking learnings around cross-merchandising and dual-siting and applying them to the UK market.”
Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the Baker Street brand: “Wholesalers should not overlook variety in baked goods when it comes to their breakfast offering. Products that offer both convenience and taste are a key purchase driver. These include sliced bread, and burger buns and hot dog rolls for extended breakfasts and brunches, as shoppers look for simple and affordable ways to achieve a healthy balanced diet. These extensions are borne of trends in foodservice which are now making their way into households – which means wholesalers catering to convenience stores and independents need to offer a similar wide variety.”
Traditional sliced loaves remain a key staple for the vast majority of households, due to their versatility and convenience – particularly in the morning when time is limited. Apart from the continued success of sourdough, many consumers are making the switch back to sliced white bread. Baker Street, with its Sliced White Loaves and Sliced Brown Loaves, continues to grow. This is due to an increase in distribution of the brand’s core ranges with UK retailers. At the same time, despite financial pressures, shoppers are still keen to treat themselves well at home and are investing in brands that consistently deliver on quality.
Increased consumer interest in healthy eating is a further contributor to the brand’s growth, and Baker Street’s range of rye breads – Seeded Rye and Rye & Wheat – have benefitted from growing demand for healthy alternatives.
Another trend to be aware of, food waste is a perennial problem for wholesalers and retailers alike, but it’s particularly challenging in bakery. It’s also a conversation being had more frequently by shoppers, too, with consumers more aware than ever of food waste’s environmental impact. Baker Street offers quality baked goods with an extended shelf-life, catering to the trend for premiumisation without compromising on our commitment to long life products. The appeal for wholesalers is two-fold; Baker Street offers quality bakery staples which helps to navigate wastage, and appeal to consumers making an effort to reduce their own food waste. The Baker Street Rye range’s extended life allows wholesalers to offer a broader range to their shoppers without the concerns around increased wastage, which makes Baker Street a great – and less risky – way to introduce new products.
The other trend at play is one that has come through from food service, with supersize meals, or ‘Americana,’ Sales of Baker Street’s Mega Burger Buns and Jumbo Hot Dog Rolls have increased by 90 per cent in the past year (IRI to 7th March 2024), thanks to increased distribution as retailers look to meet consumer demand. When there’s time for an extended breakfast, these products come into their own.
“Where space allows, there is a strong argument for wholesalers to have separate displays in their depots for breakfast products, and dedicated sections on their ecommerce websites,” adds Reynard. “They should also encourage their retailer customers to follow the major grocers’ convenience format stores’ example and merchandise breakfast bakery products in-store alongside complementary lines.”
Andy Smith, Retail Sales Manager, Brioche Pasquier, comments: “Brioche Pasquier is a favourite with UK breakfast lovers and has more to offer than just a brioche twist on classic toast and jam in the morning. Brioche Pasquier’s long-lasting range of breakfast items also includes croissants and pain au chocolate, to mix up the monotony of quick and convenient breakfasts. All Brioche Pasquier products are baked without preservatives, yet maintain a long shelf life of 21 days, due to the unique ‘levain’ in the recipe. This makes it an ideal option for the weekly shoppers and monthly planners alike, as they can be confident there will be no unnecessary food waste. This desirable characteristic is key for every part of the sales chain, from wholesalers to retailers, to consumers.”
Brioche Pasquier’s pain au chocolat and croissants are extremely popular, and both are great options for breakfast or to take as a snack on the go. Brioche offers good value, high quality, convenient and family-friendly varieties. It also is a step away from the traditional white loaf, with the brioche or rolls offering a slightly sweet and softly textured variation that consumers are increasingly enjoying.
Still a regular trend on the breakfast agenda is health and wellbeing which has fuelled a strong lean towards products with clean labelling.
Consumers are concerned about their health and wellbeing and that of their families. Additives like preservatives, artificial flavourings and colourings all signal a red light to those who want to eat simple, clean bakery products. Brioche Pasquier is a family-owned company with a focus on baking quality, clean recipe products. The Brioche Pasquier range offers wholesome family food and is baked using simple recipes and natural ingredients. Key to the ingredient list of Brioche Pasquier products is the natural ‘levain’. This starter dough enables products to be fresher for longer without the use of preservatives and gives the unique taste. This original recipe was developed by Gabriel Pasquier in his small French bakery over 80 years ago and his savoir-faire has been passed down from generation to generation. The range is baked to traditional recipes using wholesome ingredients like butter, flour and fresh eggs.
“Retailers need to keep their breakfast shelves dependable while at the same time adding interest with new and different products,” adds Smith. “Brioche Pasquier offers the comfort of a familiar, well-established brand with a sprinkling of continental ‘je ne sais quoi to make the offering more exciting.”
Samantha Winsor, Marketing Manager, Schulstad Bakery Solutions, comments: “Although Croissants and Pain au Chocolate are popular breakfast treats, Danish Pastries such as Cinnamon Swirls, Maple Pecan Plaits and Vanilla Crème Crowns also work well for this occasion. The baked goods category, and in particular ISB products, is hugely versatile, with sweet treat products perfect for morning snacks and brunch.”
Desserts are a key flavour trend impacting sweet bakery NPD – and this is influenced by a rise in the popularity of nostalgic foods, too. What’s more, visible pieces of fruit are being seen across artisan bakeries. This trend is now seeing strong growth in retail in-store bakeries and is making its way into wholesale, too.
Retailers have been premiumising their ISB Danish ranges using fruit pieces as a visual quality indicator and nostalgic retro fruit dessert flavours to tap into the nostalgia trend.
Schulstad Bakery Solutions’ new Signature Fruit Danish Selection perfectly taps into this trend, and is available in wholesale now, to provide a new take on the brunch occasion.
“Wholesalers should stay informed on the latest food trends and seek out products that reflect consumer interests,” adds Winsor. “Looking to artisan bakeries to get inspiration from their product ranges is a great way to trend-spot – for example, what’s a consumer favourite that hasn’t changed and is therefore a must stock for your range? What’s new, seasonal or re-invigorating a classic product by putting new twists on it to keep their customers engaged, as this is often where trends start. Also, monitor what products are in the retailers as this demonstrates mass consumer appeal; you will then see new products start to filter through to wholesale and cash & carry outlets. By offering the right range mix of classic favourites and new products that align with current trends, wholesalers can attract more customers and increase sales.”
Understand consumer trends, too. Wellbeing is a top consumer concern (Lumina) and has prompted a shift towards a more considered way of living, where people want to have more of a balance between working hard and looking after themselves with self-care, indulgent moments. This is driving the me-time treat occasion within sweet bakery.
Another consumption occasion that is driving bakery sales in both savoury and sweet is snacking. More people are returning to the office following the pandemic. Eating and snacking on-the-go is becoming more prevalent, providing convenience outlets with opportunities to capture this additional footfall and maximise the sales opportunity.
This is coupled with the changing nature of treats and rewards, and what consumers value most – taste is a top purchase motivator at present; if consumers are going to spend on a treat, then they want to know it is going to be worth the money. So, with continual personal finance pressures, value and quality are key for many cash & carry customers if they want to drive food to go purchases.
“With this in mind, we recommend that cash & carries and wholesalers offer a range that includes bakery options like Danish Pastries for a quality sweet treat, savoury or French pastry for an on-the-go breakfast. Stocking a diverse range of products, including ready-to-eat and quick-bake options, will promote customer satisfaction by ensuring your customers can find the bakery items that meet their consumers’ needs,” suggests Winsor.
“Finally, don’t undervalue the role that stocking a range of frozen bakery products will have. Frozen at their optimum freshness, frozen bakery products allow operators to offer a range of high-quality baked goods – they can be thawed or baked little and often, throughout the day, keeping the offering fresh and well stocked based on customer demand. They also mitigate the hassle and time of baking from scratch, which in-turn reduces wastage and labour costs.”
Simon Greenwood-Haigh, Proper Nutty’s self-titled Chief Peanutologist, comments: “Growing in demand across wholesale and convenience after creating a loyal following in major grocery (including Morrisons, Co-op and Ocado), Proper Nutty is – as they say in Yorkshire – made proper and offers affordable premium at a time when people are looking to treat themselves but not break the bank.
“As well as attracting shoppers who want to trade up, we are also finding that a growing number of people are trading out of almond and cashew nut butters and turning to premium peanut offerings. That way they can still treat themselves, but on a smaller budget.”
Available in original Smunchy, new Lightly Salted Smunchy, Proper Crunchy, Yorkshire Roast, and new Dark Roast (featuring dry roasted, salted nuts for a deeper flavour), all are free of palm oil, contain no added sugar, are suitable for those following vegetarian and vegan diets, and come in plastic-free packaging.
“We keep things proper simple, so we only buy the best, single origin, ethically sourced, high-oleic peanuts, which are then roasted before being ground good and proper before going straight into plastic free packaging within no more than two hours, making Proper Nutty the only ‘bean to cup’ peanut butter available,” adds Greenwood-Haigh.
“In short, we make peanut butter for shoppers who want a better product made in a better way, all whilst offering an affordable trade up from inferior products.”
The brand’s growing commercial success would certainly back this up.
The brand has grown its footprint substantially and is currently growing in value by +80% year on year. It is also the top rated and most reviewed nut butter brand across Ocado and Trustpilot, adding to its first Great Taste Award win in 2020.
Currently worth around £148 million in retail alone, peanut butter accounts for £1 in every £4 spent on jams and spreads (Euromonitor), so it’s important for retailers and wholesalers to make sure they are offering a premium option to help maximise sales.
The brand’s own research shows that taste is king and that almost half (43%) of shoppers often switch between smooth and crunchy, meaning that it’s important to stock both types as well as catering for the smunchers who love both smooth and crunchy in a single sitting.
More than eight out of 10 (84%) of Proper Nutty’s shoppers eat peanut butter at least twice a week, so they are heavy users and therefore a valuable proposition to retailers with a high frequency and higher than average basket spend.
As well as offering wholesale promotions and a ‘Try me for free’ on-pack promise to consumers until the end of the year if they are not satisfied with the product, Proper Nutty offers a range of instore point of sale materials. It also runs successful promotions throughout the year.
“Occasions are a great opportunity to drive further sales of premium peanut butter,” adds Greenwood-Haigh. “We typically see strong sales uplifts during key moments in the calendar such as Pancake Day, Veganuary, Healthy New Year, and the Great British Bake Off.”
Gareth Roberts, UK Country Sales Manager at Dole Sunshine Company, comments: “Data from Mintel shows that fruit is the fourth most popular food to be eaten at breakfast, after cereal, bakery and porridge. After all, who doesn’t enjoy some natural Greek yoghurt with fruit on top, as a tasty and nutritious start to the day? We know consumers are now looking for breakfast items that are not only easy to prepare and healthy, but also convenient and can be consumed on the go.”
This is where Dole’s fruit in juice cups range can really come into play here as a credible option, as they can be enjoyed while sitting around the breakfast table on their own or as a topping on yoghurt, cereal or porridge, but also as a snack on the way to work or even at your desk, and are available in a range of pack sizes from single 113g, single 198g and of course multipacks.
As further evidence of the growing popularity of fruit, the latest data shows sales of Dole’s fruit in juice cups to be up by 27% (IRI) in the last 52 weeks.
“We also can’t ignore the current cost of living crisis, which continues to impact consumers’ shopping behaviours, encouraging them to be more conscious of product value for money, incorporating quality, waste, convenience and choice which is where ambient products can increasingly have a role to play,” says Roberts.
Whilst fresh fruit can come at a premium price, shoppers now understand that ambient goods not only offer good value and have longer shelf lives, but in the case of the Dole packaged fruit range, can also be one of your five-a-day and a healthy part of their overall diet.
So, while some breakfast products may have risen significantly in price over the last twelve months, consumers can buy a four pack of Dole’s fruit in juice cups for just £2.29 or its 227g small pineapple chunks can for just £1, both of which offer a great tasting and healthy product at a price most can afford.
“I think the out of home breakfast occasion and in-home breakfasts are both of equal importance nowadays, so retailers and wholesalers need to ensure that they are catering for both to ensure they don’t miss out on any potential sales,” adds Roberts.
Dole’s main breakfast focuses are its recently launched 227g cans which offer exceptional value at just £1 and a longer shelf life, and its 198g fruit cups which are also priced at £1 and are the perfect portable and healthy breakfast snack. Ideally suited to the chiller, the 198g fruit cups not only taste great, and have a shelf life of over 90 days which minimises waste, whilst delivering all the health benefits of fresh on the go, and even come with a handy wooden toothpick to aid eating on the move. Retailers should also consider the cross merchandising of products that will be consumed together which creates an ‘impulse’ opportunity in a more planned category, therefore driving up basket spend and of course, shopper satisfaction.
Healthiness is certainly high on consumers’ radars, with a recent report showing 36% of breakfast eaters saying health reasons have prompted them to change what they have for breakfast over the last 12 months. That’s just one of the reasons why towards the end of last year Dole announced an exciting redesign across its fruit in juice range. The newly designed packs now feature clear ‘no added sugar’ and ‘vegan friendly’ messages to give consumers the reassurance they need that they will be eating something which is both delicious and healthy.
Dole Sunshine Company is the UK category leader in packaged fruit snacks, with its entire product range containing 100% real fruit, with no added sugar in any of its fruit in juice range. Its products are enjoyed by consumers, not only because of their taste and health benefits, but also due to their versatility as they can be consumed at breakfast, as a mid-morning snack, as a dessert, at home, in the office, at the gym, on the train or literally anywhere and whenever you like. Its best-selling products are the Pineapple, Mandarin, Mixed Fruit and Peach variants of its fruit in juice range and come in convenient and recyclable packs which can be eaten at home or on the go.
Dole has recently undertaken a very successful consumer marketing campaign called ‘Add Some Wow’, challenging consumers to consider adding tinned pineapple slices to their full English breakfast or Bacon butties. A large part of that was partnering with Le Swine, a luxury buttie delivery company, to send out pineapple buttie kits to the UK’s top food and lifestyle influencers, with lots of coverage and social buzz generated as a result of the content posted on their social channels like Instagram and TikTok.
Georgina Thomas, Head of Marketing for Butters, Spreads & Oils at Saputo Dairy UK, comments: “The opportunity around the at-home breakfast occasion cannot be underestimated – a whopping 93% of adults opt to eat their first meal of the day at home (Mintel).”
“Simplicity remains resolute as a breakfast trend. While it may be tempting to think everyone is creating TikTok worthy breakfast stacks, the nature of the occasion amid our increasingly fast-paced lives means we mustn’t fall into the trap of thinking that is the norm. Speed and convenience is critical, with 55% of eaters prioritising something that’s simple and easy to prepare (Mintel). Toast is one of those staples, so regardless of the topping, butters and spreads remain important items and should be a key part of breakfast ranges for wholesalers and their retail customers.”
As consumers continue to place more importance on wellness and leading a healthy lifestyle, that desire is never more focused than at breakfast when many are starting the day with the best of intentions. Milk and dairy products are well-known as important sources of protein and calcium, and can form part of a healthy, balanced diet.
In spreads, the Lighter sub-category is continuing to grow its share of trade, from 4% in 2008 to 15% in 2024 (IRI), and Saputo expect that trend to continue as consumers seek healthier options. As a leading brand renowned for its strong taste credentials, Clover Light is perfectly positioned to lead this growing sub-category. Within the portfolio Utterly Butterly Light, Country Life Light, and Vitalite also offer consumers strong options at breakfast to enjoy a great-tasting spread that contributes towards a healthy lifestyle to meet their needs.
“Within our core dairy butters and spreads portfolio, we remain committed to providing products that provide better nutrition without compromising on quality or taste, for example reducing salt content,” adds Thomas. “Last year, we renovated the recipe for Utterly Butterly – our value spread brand that performs well in convenience – to improve the nutritional deck, with a 5% reduction in fat and 10% reduction in salt content, but critically still maintaining taste and the core buttermilk ingredient.”
Ross Davison, Head of Convenience at Kepak (Foods Division), home of Rustlers, comments: “Rustlers, the £109.1m brand (Nielsen), is synonymous with its convenient chilled ready meal offering, providing a range of single-serve options similar to the well-established variants in QSR.”
The All Day Breakfast Sausage Muffin (RRP £1.95, case size 4) is one of Rustlers’ top-selling products in convenience, worth more than £1.2m (Nielsen) in the channel.
Rustlers All Day Breakfast products are basket builders for convenience stores. The average basket spend in convenience is £7.27 (ACS), but the average value of baskets containing Rustlers All Day Breakfast items is £12.45 – 71% more valuable. Only 3% of transactions containing All Day Breakfast products are for a single item.
The most common items bought with Rustlers All Day Breakfast items in convenience are lunch products from across Rustlers’ range, such as its Quarter Pounder and Cheeseburger, as well as chilled snacks and energy drinks from other brands. The highest period for sales is on Fridays between 8am and 12pm.
This indicates Rustlers Breakfast shoppers are highly valuable as they tend to come in earlier and stock up on additional meals for later in the day and over the weekend too.
Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “The ready-to-drink (RTD) chilled coffee sector has become a staple for many caffeine drinkers’ morning routines, whether that is at home or on-the-go. In fact, more than a quarter of UK households now purchase RTD coffee, and that’s continuing to grow (Nielsen).”
Costa Coffee’s RTD range is up 24% in value in convenience over the past year (Nielsen). This success can be put down to the widespread popularity of the Costa Coffee brand, the nation’s favourite coffee shop for the last 14 years (Allegra). It is also one of the only full ranges in the segment to be 100% HFSS-compliant.
RTD chilled coffee is incredibly diverse. Featuring Lattes, Flat Whites and Frappés, Costa’s range caters to a broad variety of different tastes and occasions, offering shoppers a choice of low, medium and high intensity caffeine options as well as different coffee flavours and levels of sweetness.
At the beginning of the year, CCEP launched PMP versions of the Costa Coffee Latte and Caramel Latte RTD ranges, offering a unique selling point exclusive to convenience retailers to help enhance their competitive edge when it comes to the RTD chilled coffee segment.
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