BRAND NEWS New York Bakery launches sourdough bagel
New York Bakery has expanded it Favourites range with the launch ofh of a new Sourdough Bagel, tapping into growing consumer demand for artisanalartisanal bakery products and speciality loa es inspired by Brooklyn’s famous delis. Made with a 40-hour slow-
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fermented sourdough starter and topped with kibbled wheat, the bagel delivers a bold, tangy flavour and authentic New York-style chew. The launch comes as demand for sourdough continues to grow, with 68% of UK consumers now purchasing sourdough products. also reflects the wider rise of speciality bakery, as shoppers increasingly seek premium, flavour-led options to
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St Pierre launches Croissant Loaf
St Pierre is set to drive growth in the UK breakfast bakery category with the launch of its new Croissant Loaf, available from April 2026. Building on the brand’s
success in breakfast bakery, the launch responds to growing demand for premium, versatile products that help consumers recreate café-style experiences at home. Breakfast remains the largest bakery occasion, with shoppers increasingly seeking higher-quality options. As the UK’s fastest-growing croissants brand, St Pierre
continues to innovate with a category-first hybrid product that combines the convenience of a sliced loaf with the light, flaky texture and rich flavour of a traditional croissant. Gill Riley, Global VP Marketing at St Pierre Groupe, said: “Morning goods are booming and we’re continuing to strengthen our breakfast and brunch portfolio with exciting, premium NPD. “The Croissant Loaf offers a simple way for consumers to trade
up from standard toast, elevating breakfasts and brunches at home. As a category-first, it will add value, attract new shoppers and drive increased usage through more special breakfast occasions.” Pre-sliced for convenience, the Croissant Loaf is designed
for a variety of uses, from simple toast toppings to more indulgent brunch dishes, helping retailers tap into the growing trend for premium at-home dining. The launch also reflects strong demand for innovation in bakery, with Mintel research showing that 60% of UK bakery shoppers would like to see more global baked goods and pastries. The Croissant Loaf is available in Sainsbury’s stores now and will launch in Tesco and Asda stores nationwide from June. Each pack contains 10 slices and has an RRP of £2.85. The launch will be supported by marketing activity and the brand’s ongoing ‘Eat Avec Respect’ campaign.
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elevate everyday meals at home. Designed to
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Claire Kong, Marketing Director at New meet these in a conve
evolving preferences, the Sourdough Bagel combines the taste and texture associated with sourdough in a convenient and versatile format. Low Low in fat and a source of fibre, i it also responds to growing consumer interest in more nutritious bakery choices, particularly as 96% of Brits fail to meet the recommended dai daily fibre intake.
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The new product retains New
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York Bakery’s signature soft and chewy texture, achieved through its traditional boil-and- bake method.
York Bakery, said: “This launch taps into the growing demand for sourdough and speciality bakery, further strengthening our offering in the bagel aisle. “We’ve combined the bold, tangy flavour
of sourdough with the soft, chewy texture people expect from a true New York-style bagel, delivering both quality and versatility. “We’re committed to continuing to innovate within the category and strengthening our position as the UK’s leading bagel brand by introducing new formats and flavours that reflect evolving consumer tastes. As shopper demand shifts towards more artisan and speciality bakery options, we see a real opportunity to drive growth in the aisle and keep the category moving forward.”
Dina Foods announces nation- wide listing with Ocado Retail
Mediterranean food specialist Dina Foods has secured a nationwide listing with Ocado Retail, expanding the availability of
its
bakery and confectionery products to customers across England and Wales. From 13 April,
Ocado.com
will stock a selection of Dina Foods’ artisan flatbreads and handcrafted Baklawa, further strengthening the company’s presence across UK retail, foodservice and wholesale channels. “We are delighted to be
working with Ocado Retail,” said Wilda Haddad, Project Director at Dina Foods. “Demand continues to grow for our authentic Mediterranean foods, from artisanal flatbreads to handcrafted Baklawa and confectionery. This partnership enables us to reach new customers across the country.” The
Ocado.com range
includes White, Wholemeal and Large White varieties
of Dina Foods’ signature Paninette® flatbreads. Stone-baked using a bespoke flour blend, Paninette® is a distinctive two-layer flatbread designed for versatility and flavour. Also listed are Dina Foods’
Tasty Goodness Sourdough Toasty Pittas, made with a 50/50 wholemeal and white flour blend and produced using a natural fermentation process, reflecting growing consumer interest in gut health and functional foods. The range is completed by Handmade Classic Baklawa 200g selection packs, produced to
traditional
recipes using filo pastry, crushed nuts and sugar syrup. Dina Foods will also
showcase its bakery, savoury and confectionery ranges at the Food & Drink Expo at Birmingham’s NEC.
APRIL/MAY 2026 • KENNEDY’S BAKERY PRODUCTION • 9
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