Signature Flatbread brand owner Deli Kitchen has expanded its product portfolio with the addition of Deli Kitchen Sweet Cinnamon Wraps and Deli Kitchen Sweet Vanilla Wraps.
The new products were born out of consumer demand for versatility and variety in the bakery category. Both wraps and pancakes are a weekly staple for shoppers, with a combined market value of £300m, and the new Sweet Wraps fuse the benefits of both products and are expected to have broad appeal as breakfast, dessert and snacking options.
The retail value sales of sweet baked goods increased by 13.9% in 2022 and the brand is expecting to see this demand continue throughout 2023.
“Innovation is the heart of our brand and we are always on a quest to develop new products that will excite shoppers, but that also fulfil customer needs,” said Tim Wittekind, head of brand, NPD and Innovation for Deli Kitchen.
“Our Sweet Wraps offer something new and different, but in a format people know and love.
“The versatility of the new products, which can be used across the breakfast, snacking and dessert occasions, will ensure they appeal to families, especially as they also deliver on convenience, quality and taste.”
The new wraps ($1.50) join the 11-strong Deli Kitchen range listed in Morrisons, including wraps (wheat, white, mini, chargrilled and carb lite), focaccia and flatbreads (folded, pizza and Persian-style).