Christmas cheer for Birds Bakery after strong annual results

Strong store development, focus on quality products and innovation across its ranges, has seen Birds Bakery in celebratory mood for Christmas in registering improved results for 2025, reports Neill Barston.

As the UK-based group explained, its chain of sites across the Midlands have continued to expand their offerings, including confectionery and snacks ranges, as it seeks to stand out from competition in the region.

Notably, as the company stated, a renewed focus on its lunch offering has delivered standout results, with sales of its popular filled rolls rising by 18.3%. Hot beverages also emerged as a major success story, growing 15.2% following the full rollout of Birds’ partnership with Northstar Coffee across all 62 stores.

Meanwhile, the bakery’s signature hot filled rolls continue to excel, with sales increasing by 14.6% and contributing to a year of major product milestones, including over 1 million sausage rolls sold, more than 2 million doughnuts produced and total sales surpassing 23 million products in 2025.

Furthermore, as the company added, it has continued to modernise its existing stores and elevate the in-store experience as well as opening a new store in Ruddington and relocating in Ashbourne.

Stores including Allenton’s Bakery Shop, Nottingham’s Victoria Centre, Melton Road and Central Avenue in West Bridgford, Arnold and Radcliffe were updated to align with the bakery’s refreshed brand identity.

Complementing its estate investment, Birds introduced one of its most extensive product pipelines to date. New launches spanned bakery staples, sweet treats and on-the-go lines, from the relaunch of the Cinnamon Bun and the introduction of the Raspberry & Pistachio Danish, to popular additions such as Mrs B’s Rocky Road and the Choc Chip Cookie, as well as seasonal favourites including the Apple & Cinnamon Roll.

Management appointment
The bakery also strengthened its leadership team during 2025. Adam Thompson, Birds’ new head of bakery operations, brings extensive experience from Panificio Italiano and an early career spent in prestigious hotel kitchens including The Ritz London..

Community and charity work remained central to the bakery’s mission. Throughout 2025, the bakery raised £38,811.47 for its charity partner Brains Trust – an amount that will continue to grow as the partnership operates on a financial-year cycle – alongside supporting the Royal British Legion Poppy Appeal, donating uniforms to The Chikowa Youth Development Centre in Zambia, and raising £8,500 for The Children’s Trust as part of National Doughnut Week.

Birds also broadened its education and wellbeing commitments, increasing to 11 trained mental health first aiders and enhancing its educational outreach through presentations at three universities, a bakery workshop at a SEN school, and support for four apprentices in partnership with Derby College.

The business delivered strong sustainability progress in 2025, saving over 66,000 meals through Too Good To Go and preventing an estimated 178 tonnes of CO₂e emissions. It also strengthened local sourcing through partnerships with Bluebells and Staffordshire Strawberries, and advanced its responsible operations with 30 stores now on half-hourly electricity meters..

Reflecting on the year, Jamie Bird, managing director at Birds Bakery, commented: “2025 has been a year defined by investment, innovation and the continued dedication of our teams across the region.

“From growing key product lines to modernising our stores and strengthening our leadership, we’ve focused on making Birds stronger for the future while staying true to the quality and community values that define us. We’re incredibly proud of what has been achieved this year and look forward to building on this momentum in 2026.”