Matthews Cotswold Flour, Britain’s leading speciality flour producer, will now have its flour on the shelves in 26% more Tesco stores as a result of its category-leading sales growth. Sales of its five flours available in Tesco have grown by nearly 20% year on year, outperforming other flour brands.
Bertie Matthews, eighth generation Managing Director of family business Matthews Cotswold Flour, says: “We pride ourselves on quality and consistency and being on the shelves in Tesco has allowed us to put our outstanding products in the hands of new customers. The sales have demonstrated that once they try our flour, they love it and keep coming back for more.”
Bertie continues: “The past year has been a whirlwind for us with appearances on Prue Leith’s and James Martin’s ITV shows, as well as Amazon Prime’s Clarkson’s Farm. This has all helped raise our brand recognition and Tesco has made it easy for new customers that have seen our television appearances to find our flour in store. We are delighted that our near 20% growth in sales has led to a significant expansion in the number of stores where our flour will be made available.”
The five flours sold in Tesco stores are Strong White, Strong Wholemeal, Cotswold Crunch, Eight Grain and Churchill. Matthews Cotswold Flour has long advocated for regenerative farming practices, which prioritise soil health, biodiversity, and carbon capture. Through its Cotswold Grain Partnership, Matthews Cotswold Flour works closely with local farmers to ensure they adopt practices that protect the environment. They also help identify specialty grains and diversification options that allow farmers and soil systems to thrive. Their aim is for all their flours to be wholly produced from regeneratively farmed grains in the next ten years.
