Baker Street, the UK’s number one rye bread brand, has secured a major new listing with Sainsbury’s, with its Seeded Rye Bread now available in 230 Sainsbury’s superstores and Sainsbury’s Local stores across the UK.
The new listing reflects the continued rise in popularity of rye bread among UK consumers, as health-conscious shoppers increasingly seek out fibre-rich, high-protein alternatives to traditional loaves. The rye bread category is now worth £6.7 million, growing at 2% annually.
Baker Street is leading the charge, accounting for 90 per cent of branded rye bread growth and experiencing a remarkable 88 per cent year-on-year value growth, driven by strong retail partnerships and rising consumer demand. The brand’s overall rye bread range has grown 31 per cent in value, underscoring its role as a key driver of category success.
With an RRP of £1.90 per 500g loaf, Baker Street’s Seeded Rye and Rye & Wheat Breads are also available through Morrisons, Co-op, NISA, and online with Ocado, providing shoppers with nationwide access to the brand’s long-life rye options. As of this month, the Baker Street Seeded Rye variant will also be made available in selected ASDA Express stores.
The breads are not only nutritious but also versatile. Whether topped with smashed avocado or a spread of peanut butter, they’re a perfect base for health-forward breakfasts and snacks.
The Rye & Wheat Bread also brings a touch of prestige to the bakery aisle, having earned a 1-star accolade in the Great Taste Awards 2024. Judges praised its “sweet and slightly hoppy” aroma and highlighted its well-balanced flavour and “just the right amount of chew”.
This launch further enhances Baker Street’s extensive product portfolio, which includes Sliced White and Brown loaves, Burger Buns and Hot Dog Rolls. All Baker Street products are cleverly packed to deliver a guaranteed minimum shelf life of 35 days, helping retailers reduce wastage, improve availability, and meet the growing demand for convenient, longer-life bakery goods.
“This listing represents a step-change in Baker Street’s availability and a strong platform for future growth,” says James Sinker, Senior National Account Manager at St Pierre Groupe. “Rye bread is resonating with health-conscious shoppers and we’re proud to be leading that trend with products that combine nutrition, quality and convenience.”
