Baker Street has launched a Light Rye Bread SKU, as it looks to drive further growth in the rye bread category.
Available in a 500g pack with an RSP of £1.85, the new product builds on the performance of the brand’s Rye & Wheat and Seeded Rye loaves, targeting shoppers seeking everyday bread options that combine health credentials with taste and convenience. Baker Street holds a 34% value share of the UK rye bread market, with value up 57% and volume up 56% year on year.
Light Rye Bread has been developed to appeal to shoppers new to rye, offering a milder flavour and softer texture designed to provide a more familiar eating experience. The launch aims to broaden the appeal of rye within the fixture and attract a wider shopper base.
The loaf is a source of fibre and protein and contains vitamins and minerals including iron, magnesium and thiamin, tapping into demand for ‘everyday health’ choices. Made with a sourdough starter, it is positioned for use across breakfast, lunch and snacking occasions.
