British family business Warburtons will focus on developing its European market, rather than expanding worldwide, for the foreseeable future, according to a company spokeswoman.
The bakery business, which is controlled by the Warburton family, announced trial sales of products outside of the UK for the first time this week, amid growing demand for wrapped bread throughout Europe.
The spokeswoman told CampdenFB that the move fits with the company’s longer-term strategy to become “one of the world’s best family food businesses”.
But she added: “At this stage, our sights are firmly on our expansion into Europe.”
Currently, the company is selling products, which have been taste tested to meet local consumer needs, in the Czech Republic, Slovakia and Hungary.
The products, which include the company’s English muffins, seeded batch loaf and brown farmhouse bread, are made in Warburtons' British bakeries before being exported.
“We have already seen positive results from these trials and are excited to our roll out plans over the next few months,” said Jonathan Warburton, chairman of Warburtons, in a statement.
The company, which is in its fifth generation, achieved pre-tax profits for the year to 25 September 2010 of £26 million (€29.7 million). Its turnover was £492 million.