Carrs Foods relaunches Baker Street bakery brand and gains its first listing in Waitrose


Bakery business, Carrs Foods International, has invested £500k in the relaunch of its fresher for longer brand, Baker Street. The Baker Street range includes 18 different bakery products with a retail value of over £14m.

Baker Street’s fresh new look and feel is designed to appeal to time-pressured consumers, seeking convenience to make their lives easier.  The range, which includes rolls, burger buns and sliced loaves, is all packed to help retain freshness, thereby ensuring a longer shelf life without compromising on quality.

The brand was launched into the convenience sector in 2002 and has now achieved its first listing in the major multiples. Waitrose will be stocking Baker Street 4 Part Baked Petit Pain (rsp: £1) and Baker Street 2 Part Baked Baguettes (rsp: £1). These products will be stocked in 330 stores nationwide from 2nd March.

Jeremy Gilboy, managing director at Carrs Food explains: “The new look Baker Street is directly addressing the needs of today’s shopper. Our research shows that consumers want the convenience of bakery products that are fresher for longer. The Baker Street range has a minimum shelf life of 30 days so they are available to fit with hectic, modern lifestyles.”

“With current publicity around food waste it should come as no surprise that our research also shows consumers dislike throwing away food. Long life products help consumers to minimise their food waste.”

Gilboy continues, “Our refreshed Baker Street brand solves these consumer issues by providing a variety of breads, rolls and buns cleverly packed so that they stay fresher for longer.”

The Baker Street relaunch includes a substantial investment in NPD, new branding, packaging and marketing support. Planned marketing activity encompasses in store activity, PR and social media campaign.  In addition to the new Waitrose listing, Baker Street is also available in Ocado and convenience stores nationwide.