The Village Bakery takes their Welsh cakes to Tesco

Coedpoeth based ‘The Village Bakery’ was set up in 1934 to serve the locals, but has grown in leaps and bounds up to the present day and the third generation of the founding family is all set to take the bakery to the shelves of retail giant Tesco. A recent deal has cleared the way for ‘Finest’ Welsh Cakes from the bakery to feature on 11 Tesco stores spread all over North Wales.

Commenting on the development, Tesco’s Local Buyer in the region, Mark Grant, said, “To be so close to the launch of Finest Welsh Cakes, coming to us from The Village Bakery, is immensely exciting, and a result of the dedicated co-operation from both ends, from many years. This relationship will allow the bakery to exhibit its class and expertise in making highly tasty Welsh cakes and products.”

Major progress started with the development of the perfect recipe, and that was a result of a complete day of trials where a technical team from Tesco went on site and evaluated several alternatives before hitting upon the perfect spice levels in the finalized recipe. The range’s approval for sale is to be followed by site approval, which comes after strict audit. These approvals are necessary for suppliers looking to brand their products.

All the approval stages ultimately lead to the branding and marketing phase, wherein the sourcing team from Tesco offers its expertise and resources to the supplier so that the latter’s products become more attractive and saleable. The Village Bakery and Tesco worked on creating consistent package designs for the product lines.