Category Archives: Debate

Championing great value bread

Coultons – we’re Championing a great value for money loaf for the convenience sector.

Just a few years ago, the Great British public were a very brand conscious bunch, but things have changed, changed quickly and they continue to do so and none more so than in the category of food.

Since the surge in growth of discounters in the UK, we have as a nation become accustomed to shopping in stores that carry virtually no well-known brands what-so-ever.  This has created a cultural change in shopping habits across the high-street and supermarkets as consumers are more willing to be curious and explore what is on offer.  Retailers have upgraded own-label offerings, introduced sub-brands to compete with the discounters creating a surge in growth of private label across categories.

At Coultons Bread Limited, we’re embracing this with our very own brands that can champion great quality and competitiveness for retail convenience.  Our range of 800g & 700g retail loaves in Bakestone, Happy Bread or Hethertons branding present opportunities for the convenience sector to compete with the supermarkets by offering a quality loaf that can compete with the buying power of those businesses.



Our heart and soul are with the convenience sector, we don’t supply the supermarkets and our brands therefore remain exclusive to the convenience retail sector and catering services.

Our brands represent great value for money and in terms of quality, we produce them to exacting standards that match those of the high street brands.

Within the sliced bread sector, private label is the fastest growing area of the market driven by the supermarkets.  Our positioning at Coultons is clear.  We’ll keep our range simple and focus on the core SKUs of White, Wholemeal & White&Wholemeal (we call it Brite – it’s a little bit of Brown and a little bit of White).  We’ll offer these exclusively for the retail convenience sector at comparable quality to the major brands and at a price that will compete with the supermarkets.


We are well and truly on your side.  We’re keeping one step ahead of the market trends, so you can rely on us to deliver for the market that we solely represent.  We’re Championing Great Value & Quality in Convenience Retail.

What’s the difference between a cupcake and a fairy cake? – British Baker

It’s National Cupcake Week and Britain’s bakers have gone crazy using the hashtag #NationalCupcakeWeek to share their delicious creations . But t… Visit today for more information!

Source: What’s the difference between a cupcake and a fairy cake? – British Baker

Buying your bread locally? Hethertons-Original Bread

Looking for a wholesale bakery supplier? We introduce our brand of bread, called Hethertons-original a bread brand that is not sold in any supermarkets. This bread cannot be price compared and therefore not subject to having to match the supermarkets and Discounters extremely low pricing. It is a quality loaf made with the best ingredients. We all want things as cheap as possible, but at what price to our local businesses? If we stop shopping there we will all be sorry, just look at the high streets now! We give to many charitable organisations by way of products for fund raising. We believe in shopping local to keep our community businesses alive.


I live in a small village and use our local shops all the time. I am lucky as they are all well supported and keep the little village busy. Last week we bought from our butchers quality produce from local farmers. Eggs, meat, bacon and other items in there and  spent £35. This was approx a couple of pounds dearer than Tesco. The products were better, tasted fresher and keeps our butcher in business,  who then employs local people and they in turn support their families and re-invest in the village.





Bread Quote


[Breadmaking is] one of those almost hypnotic businesses, like a dance from some ancient ceremony. It leaves you filled with one of the world’s sweetest smells… there is no chiropractic treatment, no Yoga exercise, no hour of
meditation in a music-throbbing chapel. that will leave you emptier of bad thoughts than this homely ceremony of making bread.”
― M.F.K. FisherThe Art of Eating: 50th Anniversary Edition

Why are bread prices going up?

What a start to the year it has been so far.  We had Trump, Brexit , Angus, Barbara ,Conor and now Doris, and if that wasn’t bad enough bread prices are going up very soon.

Bread has been too cheap for too long in my opinion, and now because of continued rising costs in the living wage, rates increase , fuel and the deflation of the pound against the dollar and euro. The pound buys you roughly 15% less than before the Brexit referendum, and so a lot of the commodities like on Palm Oil, Softeners & Improvers, Yeast, Soya Flour, Bread Bags and Corrugate, are all costing more to buy.

The average price of a loaf in most supermarkets and discounters is £1 , even for the UK No1 brand Warburtons. I suppose that you have to agree that this works out at  just 12.5p for 100g of bread,  and you cant buy 100g of many foods for 12.5p. Even cat food is more expensive.

Felix Pouch With Chicken In Jelly 100g is just £0.40felix

The problem now is the price marked £1 loaf, is that going to disappear from our shelves? as it will not be viable to hold the price. The consumers love to buy price marked products, it’s a proven fact. Maybe we will see the PMP at £1.09, who knows.

We as always will try and keep our pricing for PMP (price marked packs) at £1 as it is the only way we can compete in the world of bakery competitively. This is going to be a temporary measure for now to help protect sales and keep consumers.


Our other breads have to go up and it is the same for all the brands. Hovis,  Kingsmill and Roberts have announced that they are to increase their breads, only Warburtons haven’t yet, but inevitably will follow suit soon. Watch this space.