Bread wholesaler Coultons is expanding its coverage of convenience stores to North Wales and Derbyshire, following investment in its delivery fleet.

The firm currently has four depots based in Liverpool, Manchester, Bradford and Gateshead, delivering to businesses including independent retailers.

Sales manager Andy Matzen told Better Retailing: “A strategy for us in the new year is to expand our coverage and we see independent convenience stores as an important area. Chesterfield, North Wales and as far as Llandudno are some of the locations we’ve targeting. We’re developing our fleet to enable us to cover these areas.”

Coulton’s 400+ range includes branded products from suppliers such as Warburtons, Kingsmill, Soreen, Bakestone and Hovis. It also ranges non-branded products, and bread from Polish suppliers. Minimum order requirements must meet a weekly sales value of £150 and products are delivered on firm sale only.

Matzen added Coultons has also seen an increase in demand for entry-level bread due to the cost-of-living crisis. He said: “We have our own entry-level Sunbake own brand which we sell between 50,000 to 60,000 loaves a week. It’s decent quality and sits at £1.29 RRP.”