Birds Bakery unveils Christmas favourites, as it plans further New Year expansion
UK-based industry group, Birds Bakery has reflected on a notable performance for the business as it has continued to extend its retail presence and plans for further expansion in 2025, writes Neill Barston.
As the company explained to Confectionery Production, the East Midland company is targeting the development of new products, continue its rebranding efforts, and invest in both technology and staff development to enhance its customer experience and operations.
This Christmas, the firm has sought to stand out from the crowd with some innovative sweet treats that have helped cement its place as one of the most renowned enterprises in its field.
Significantly, the bakery’s first-ever range of French pastries will debut in January 2025, starting with a reimagined cinnamon bun made with a flaky, buttery croissant pastry and topped with a new cinnamon icing. This innovative product has been carefully developed throughout 2024 and replaces the previous hybrid Danish-croissant recipe.
Moreover, as the business noted, its rebranding efforts have gained momentum over the past year, with three new-format stores unveiled, nine existing locations refreshed, and its delivery fleet resprayed. This work will continue into 2025, with further investments in store design, new locations, and delivery partnerships.
Jamie Bird, Director of Strategy at Birds Bakery, praised the collective work within the company as it continues to deliver on its ambitious plans. He said: “The new cinnamon bun represents our dedication to crafting high-quality products that resonate with our customers. It’s a perfect example of how we’re constantly developing our products with the desire to always get better.
“Everyone who is a part of Birds, whether that’s in the bakery or the stores, has the same quality and care for the customers. We want every interaction to continue feeling comfortable, convenient and innovative whether that’s visiting a store or shopping online.
Jamie concluded: “2025 is set to be an exciting year for Birds Bakery. We are more focused than ever on delivering exceptional experiences, innovating our product range, and continuing to be a cherished part of the East Midlands community.”
Notably, 2024 has also seen significant efforts to strengthen product availability throughout the day and expand the breakfast, lunch, and treat ranges, catering to the increasing demand for convenient, on-the-go options. Birds has prioritised connecting with its customers, hosting its first-ever tasting day to gather feedback and insights. These initiatives have helped Birds develop in these areas and keep the bakery grounded on its journey.
As the business moves into 2025, Birds will focus on its key “BLT” mealtimes – Breakfast, Lunch, Treat – sustainability initiatives, and leveraging technology to improve customer experiences. Investments in IT systems will streamline operations and support the recent transition to seven-day trading. The company is also placing a strong emphasis on colleague development, ensuring staff at all levels have opportunities to grow and succeed within the business.
