Brakes cooks up specialist bakery business

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Related tags: Bread

Brakes is after a slice of the growing market for speciality breads with the launch of a new bakery business, La Boulangerie.The new division will...

Brakes is after a slice of the growing market for speciality breads with the launch of a new bakery business, La Boulangerie.

The new division will sit in the wholesaler's operation alongside other specialist arms such as M&J Seafood and fresh fruit and veg supplier Pauley's.

La Boulangerie has been launched with a 260 product catalogue, which brings together existing Brakes products with almost 80 new lines.

With sales of bakery goods to the foodservice trade worth more than £260m, Brakes expects to take sales from rival bakery wholesalers as well as small suppliers.

All La Boulangerie products are supplied frozen, with around half the range sourced in the UK. In all, 32 suppliers are providing products, including bakers in France and Sweden.

The offer ranges from traditional English bread to organic bread made to Soil Association standards and an extensive range of speciality bread, rolls and patisserie lines.

For pubs, this creates opportunities to offer everything from deli-style sandwich menus to desserts.

Brakes bakery specialist Simon Cannell said: "Quality is the cornerstone of La Boulangerie and we have carefully selected the very best bakery products available guaranteeing absolute quality for our customers. With many of the new products bespoke to us, we've made sure that we source the very best products in a traditional way."

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