Mission and Strategy

The cakes, bread & morning goods markets are huge, with a combined retail value of nearly £5bn. Our focus is to support two key consumer trends — health, and indulgence. Our product range is not likely to be described as healthy, though that does not mean we cannot be health conscious in how we develop our products. Much of our range is now free of hydrogenated fats; we will not use artifical flavours, or colours where we can possibly avoid it; we offer a low fat cake range, as well as gluten free breads; and we are growing quickly in organic breads.

However, we never lose sight of the fact that most of our products are a treat and the one thing we must never compromise on is taste. Our primary aim is to wow our consumers with the products we offer, so that they feel the investment of calories was well worth it. When consumers do indulge, they have high expectations...and are also prepared to pay to make sure those expectations are met.