The original and still the best – but don’t take our word for it

Bakels Multiseed bread is the top selling Multiseed bread in the UK. The original – and still the best – Multiseed is helping to drive sales and profits in leading bakers up and down the land.

Listen to what they have to say about volumes, margins and profits and then check out how your business can grow.

And don’t forget to see our latest special offer to help your sales grow. Click here.

“It’s our top selling bread line – both by volume and by value. Multiseed’s great flavour is what sells it. We eat it at home”

John Waterfield
Managing Director
Waterfields of Leigh

Waterfields have a well earned reputation for innovation in the UK bread market. Launched some five years ago Bakels Multiseed has become Waterfields’ biggest selling bread line in terms of both volume and value.

The company commands £1.15p for a 400g loaf and £1.25 for six small rolls. MuItiseed offers important health benefits such as reduced salt, a source of fibre and, being low Gi, it also helps stave off hunger which makes ideal for people trying to control their weight.

“However, it is the flavour that makes it so popular with customers,” adds Mr Waterfield. “It is our top selling bread line, even though it is one of our most expensive. Customers come into our shops specifically to buy it. In fact, it is my family’s preferred choice of bread and the one we serve on our dinner table at home. The fact that it is a reduced salt bread shows that bakers can produce great tasting bread and reduce salt at the same time.”

"We’ve listed Multiseed for the past four years and it’s now one of our top three lines – a tremendous success. It’s the flavour that sells it”

Mike Holling
Retail Sales Manager
Birds of Derby

Mike Holling not only thinks that Bakels Country Oven Low Gi Multiseed Bread Mix is a top seller – he also thinks it tastes great which is why he eats at home.

“It has been a huge success for us since we rolled it out across all our shops,” says Mike, Retail Sales Manager of Birds of Derby who service some 50 shops from a central bakery. “It has definitely helped our bread sales increase and those customers who try the product stay loyal to it.”

Mike puts the reasons for success down to the fact customers are looking for healthy eating products and that Country Oven has the added benefits of “a great taste and texture with excellent keeping qualities. I’m happy to eat it at home”.

Birds of Derby sell a 400g loaf and a cob. The retail price for the bread is £1.08p. Says Mike: “This is a premium product which allows us to attain a premium price.”

"It is a great tasting product. Our customers can't believe that such superb bread can also be so good for you"

Lewis Maclean
Managing Director
Maclean's Highland Bakery

"Absolutely fantastic," is Lewis Maclean's answer when he's asked how well Bakels Multiseed performs for him. It's his top selling bread line and the number three line when it comes to bread rolls.

Four generations of Macleans have been Scottish Master Bakers and the family today manage three elements in their Bakery business - their traditional craft bakery, retail shops and wholesale customers as well as biscuit production.

Lewis has recently introduced a healthy sandwich range which includes Multiseed bread - and a healthy 15 per cent premium over his standard sandwich range. Initial sales are excellent.

"The feedback from our customers is fantastic," adds Lewis. "It has shown steady growth since we launched it a couple of years ago and we now have a great reputation among our customers for the low Gi bread. Our customers can't believe that such superb bread can also be so good for you. It's by far the most exciting looking bread product we offer and I easily achieve £1.15 for a 400g loaf."

"It's a best seller. It's the first time speciality bread has gone mainstream"

Neville Morse
Managing Director
Janes Pantry

Neville Morse, who controls the day-to-day operations of Jane's Pantry in Gloucester, tops our poll for achieving the best price for a 400g Multiseed loaf. His customers are happy to pay a healthy £1.40 so it is little wonder that he also offers Multiseed Rolls in packs of six and has started to introduce it into his sandwich range.

The first Janes Pantry shop was opened as a sandwich bar in 1971, by Tony and Barbara Phillips, who named the shop and subsequent business after their youngest daughter. Janes Pantry has become a major employer, responsible for more than 100 people at its Tuffley Headquarters.

Neville is a firm believer that the 'healthy angle' is a strong one when it comes to marketing the bread. "Bakels has given us some good promotional and point of sale material over the years," adds Neville, who was one of the first bakers in the UK to introduce the product. Sales have grown steadily over the past four years and he now counts Multiseed as a mainstream, rather than a speciality bread.

“Multiseed is one of the tastiest breads we make. It is our second best line and our top selling speciality bread”

Cameron Ross
Production Director
JG Ross Bakers

Cameron Ross of Inverurie based JG Ross says there are two markets for Multiseed bread – the healthy eating market and those customers “who enjoy eating good bread”.

He describes Multiseed as “an extremely tasty, highly seeded bread with wonderful flavours.”

The company market Multiseed on their website as ‘ideal for those wishing to regulate their blood sugars. Multiseed Low GI bread is approved by Diabetics UK as it contains reduced levels of sugars'.

Cameron, however agrees that “It’s the flavours that sell it.”

“It’s got very good flavours and first class keeping qualities. It’s one of our top lines – a premium product that has done very well for us”

David Smart
Production Director
Greenhalgh’s Craft Bakery

Education and professional promotion are the keys to success when it comes to selling healthy breads, according to David Smart, Production Director of Lancashire-based Greenhalgh’s Craft Bakers.

Says Mr Smart: “”We need to both educate customers as to why they should be eating more healthy breads and we need to promote our breads as effectively as the major breakfast cereal manufacturers such as Weetabix and Nestle who invest heavily in consumer advertising.

“When we educate and promote healthy breads we see sales rise. The January 2009 promotion for Country Oven Low Gi Multiseed bread, for example, gave us a 25 per cent uplift in sales,” he adds. "It's got very good flavours and first class keeping qualities."

Multiseed is in Greenhalgh’s top five bread lines with a 400g loaf retailing at £1.22.

“We’ve never had a single customer complaint over price – the product tastes that good”

Dawn Van Reinsburg
Director
Gerrards Confectioners

BAKELS Low Gi Multiseed Bread Mix may be aimed at the healthy eating market – but the reason why it sells so well is its great taste, according to award winning Wrexham baker Dawn Van Rensburg. In fact she likes the taste so much she and her family eat it at home.

Dawn – the six generation family member to run Gerrards Confectioners (North Wales) Ltd - has 10 retail outlets and has six delivery vans, all supplied from her central bakery in Wrexham.

Dawn introduced Bakels Multiseed Bread Mix a  couple of years ago and it has already become her top selling bread line, accounting for 20 per cent of her wholesale trade and 13 per cent of retail.

And with the cost of a 400g loaf of £1.24, she is certainly making a healthy profit and says that “we’ve never had a single customer complaint over price – the product tastes that good.”

Dawn, who collected one of the top prizes at the Richemont Club of Great Britain’s second annual club competition with Multigrain, describes the product as “simply brilliant – it is incredibly tasty and has a long shelf life, although in our house it never hangs around for more than a day.”

“It’s been a fantastic success. Customers have been known to drive 20 miles from Leeds and Bradford to purchase Bakels Multiseed Bread”

Gordon Nicholson
Director
Asa Nicholson Bakery

The Asa Nicholson Bakery at Keelham just outside Bradford sells a remarkable 1.2 tonnes a week of baked goods using Bakels Multiseed Bread Mix – and that from just one shop and a tearoom.

Says Gordon Nicholson, the fourth generation of the family, who now runs the business with his father David: “It has been a fantastic success. Customers have been known to drive more than 20 miles from Leeds and Halifax to purchase low GI bread and we’ve even had members from WeightWatchers quizzing us on the calorific and nutritional content of the bread.”

Gordon puts the success of Multiseed Bread down to a series of factors. “First and foremost it tastes great. We never launch a product unless our staff is 100 per cent behind it so we tried it out on them first and they loved the taste. That means they have recommended it to our customers and sales have soared.

“Secondly we have made good use of the Bakels strong point of sale material which has been especially popular with customers.”

“Thirdly it is proving extremely popular with students at the nearby sports college and with parents of schoolchildren for lunchboxes.”