RICH PRODUCTS CATEGORY MANAGEMENT

Category advice

With the grocery landscape and consumer demands changing, different retailers are taking different approaches to their in-store bakeries but they are all looking to make their operations more efficient where possible.

However, increasing availability of fresh bakery products throughout the day is vital to protect and grow sales, and a combination of Bake-Off products and Thaw and Serve products can still deliver a high-quality standard, whilst freeing up more time for staff and allowing more availability.

How can retailers and wholesalers make the most of your brand?

Baked by Rich’s is a premium sweet baked goods for the wholesale, grocery, foodservice and OOH channel. Offering coffee shop quality, the collection aims to indulge customers’ ever-growing appetites for sugary rewards, and in turn drive market sales and margin growth.

The innovative thaw-and-serve Baked range taps into the growing consumer trend for indulgent treats and includes cookies, muffins, buns and shortbreads that are available either fully finished thaw-and-serve for those without and in-store bakery or as frozen cookie dough for bake-off in store.

Baked can transform retailers’ bakery range, providing a real point of difference with exceptional value for money and a delicious eating experience. We’ve also ensured we are delivering these products in eye-catching, shelf-ready packaging, which makes things so easy for the retailer.

What does the year ahead look like?

Sweet In-Store Bakery was in strong growth ahead of the Covid-19 lockdown, growing at +5.9%[1], recovering to the point that it was three years ago. This is because shoppers were purchasing in the category more frequently and putting more in their baskets.

Sweet bakery has performed well this year and as we expect sales to be strong in the months ahead, especially in the local convenience channel, with consumers willing to spend more on visually-enticing cookies that offer an enjoyable and luxurious eating experience.

There is, therefore, an opportunity for retailers to be bolder in their ISB sweet bakery offering, which is one of the reasons Rich’s has developed an exciting new range – Baked.  Our innovative thaw-and-serve and bake-off range is perfectly placed to help independent retailers and OOH retailers satisfy the sweet-toothed cravings of the UK’s consumers.


[1] Kantar, 52 w/e 22.03.2020

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