We take our baking seriously, and one thing we never joke about is the quality of our food. Our mission is simple: we want to help families eat better through the everyday food they love.
We believe in positive nutrition. To us, that doesn’t mean lecturing people on what to cut out. It means putting the good stuff in. It’s about providing delicious choices that fit into real lives so eating well is easy and straightforward – the way food should be.
We are focusing our efforts where we can make the biggest difference: Fibre. The UK is facing a massive fibre deficit. We are fixing that. We are the nation’s leading fibre provider, and we have set ourselves a massive goal: to double the average fibre across our product range.
We have set clear milestones to make sure we get there. By 2030, we want 60% of our products to be a source of fibre. But we aren’t stopping there: by 2040, we aim for half of our entire range to be classed as high fibre.
We are working on “stealth health.” Our innovation teams are tirelessly improving our core recipes to put more of the good stuff in without you ever noticing a change in the taste or texture you love. By boosting fibre in the products families buy every week, we can improve the nation’s diet one sandwich at a time.
Health isn’t one-size-fits-all. To offer more choice, we launched our protein-enriched range, including Protein Power loaves and Protein Thin Bagels. Baked using a blend of pulses and grains, they are naturally rich in protein and fibre—perfect for hitting nutritional goals without a chalky shake in sight.
