Big brand grocery stores ‘Brace’ themselves for new Welsh bread products

Posted: August 22 2019

Big brand grocery stores ‘Brace’ themselves for new Welsh bread products

Discount grocery retailer Heron Foods and its sister brand B&M Express have today announced a new partnership with leading Welsh baker Brace’s.

The family bread brand’s products will now be available in the retailer’s stores across South Wales and the South West of England, in a move to stock more homegrown, regional groceries.

Branches in Bridgend, Cwmbran, Merthyr Tydfil, Ebbw Vale, Caerphilly, Barry, Maes Glas and Shirehampton, near Bristol, will see the new lines in store from this week. They include Luxury, Doorstep and 50% breads; Gwynny and Moltid sourdough breads; and Tiger Bay loaves. Morning goods such as Fruit Bread and Jam Welsh Cakes will also be available.

Ross Badham, South Wales Area Manager for B&M Express and Heron Foods, said:

People are passionate about shopping local. Although we are a neighbourhood store, we want to take this one step further by introducing homegrown, Welsh brands to our core lines here in South Wales and the South West of England. We’re proud to be supporting a much-loved family producer like Brace’s, with their roots in our region, and we’re sure our customers will be delighted to be able to buy their favourite bread in our stores.

The Brace family has been baking premium quality bread and morning goods for over 100 years. From its sites in Croespenmaen and Pen Y Fan, Brace’s delivers direct to over 3,000 stores daily. It was the first bakery in the UK to receive the British Retail Consortium (BRC) Grade A accreditation for excellence in Bread Manufacturing.

Chris Smith, National Account Manager at Brace’s, commented:

We’re delighted to partner with Heron Foods and B&M Express to supply a new bigger and better range of Brace’s products. It’s fantastic that the retailer is choosing key regional suppliers and we’re excited to be able to give their shoppers a full catalogue of our products.

To celebrate the new partnership with Brace’s, a number of Heron Foods and B&M Express stores are running promotional offers on Brace’s products – see in store for details.

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