Birds Bakery is reflecting on a year of achievements in 2024 while preparing for an ambitious and transformative 2025.
The East Midlands bakery is set to introduce new products, continue its rebranding efforts, and invest in both technology and staff development to enhance its customer experience and operations.
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.
Jamie Bird, Director of Strategy at Birds Bakery, commented:
“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.”
The bakery’s 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 added, “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.”
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.
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.”
Birds Bakery has 61 stores across the East Midlands. If you want a Birds treat in the warmth of your own home, many products can also be ordered online and delivered to customers’ homes using the Birds By Post service.
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Editor, International Bakery
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