We are passionate about bringing more diversification to the bakery category and introducing new ranges of products that will appeal to all types of consumers. The restless energy that drives these innovations happens every day at our offices, bakeries and depots around the country and is underpinned by a dedicated product development team and Head of Innovation who drive our diversification plans.

We are making clever use of our bakers' great skills by introducing completely new products to the market. New innovations in the past five years include Tiger Bread, Wholemeal with Rye, Brown Farmhouse, Toasting Muffins, Hot Dog rolls and Burger Buns.

We were the first brand to introduce a 600g loaf which was introduced nationwide in 2009, and in February 2011, we launched into the new sandwich alternatives category with Sandwich Thins and new Easy Roll Wraps, which are now available in all major supermarkets. 2012 saw the introduction of our White Plus range, new products to our Seeded Batch range, Sandwich Pittas and new treat products.

We're constantly generating and reviewing ideas that will make our business better and our consumers happier and have invested more than £400 million in our business over the past decade, building new bakeries, refurbishing others and upgrading distribution networks.

Over £1m a year is invested in the training & development of our employees. Our insights team is dedicated to helping us understand our consumers and has developed bespoke consumer profiles to help the business shape our NPD.