Nick Tatum, bakery category director at Tesco, said: “For many people the wonderful smell of freshly baking bread and rows of loaves, rolls and cakes at the bakery is the most exciting part of any shopping trip. But now we believe we’ve made that experience even better by creating the kind of atmosphere you’d find in an artisan bakery, with wooden shelves filled with a far bigger and better range of speciality breads, savoury snacks and sweet treats.
“For many people a big part of visiting an artisan bakery is seeing bakers at work, which you will now be able to do, as well as chatting to them. Over the last few years shoppers have become more demanding in their choice of breads and baking goods.”
A selection of the new continental bread lines include rosemary and rock salt focaccia, sunflower and honey loaves, green pesto breadsticks, three-cheese bread, a range of hand-baked pretzels and sourdough pave.
The new bakery format is part of the supermarket’s wider improvements to its UK business operations and follows the launch of its Everyday Value own-brand range, as well as major improvements to its ready meal range.