Rethinking the supermarket bread aisle

Sherlock News

Retail trade magazine The Grocer recently asked us to rethink the typical supermarket bread aisle.

We started by having a nibble of some baked goods to truly immerse ourselves in the project…

Sitting around our studio table, we brainstormed the typical bread aisle and talked through the latest trends in the world of bread and in-store bakery. We observed that whilst retailers have been trialling new in-store bakery formats, the bread area of stores still largely comprises shelves and shelves of sliced loaves.

So, we decided to inject some much-needed theatre into the aisle through a variety of functional showpieces that would celebrate the process of bread-making and the delicious end result.

(1) The Bakery School/ Interactive Retailing

The Bakery School is a hands-on creative space where groups of customers can learn how to make bread and other baked goods. The ‘glass box’ design allows those who are not participating in a class to still learn about the process by looking in. It is intended to get customers excited about bread, and about the wonderful variety on offer.

(2) ‘36 Grains’/ Experience Retailing

Our ’36 Grains’ concept showcases another part of the bread production process – this time at the beginning i.e. the milling of the flour. This taps interest in ancient/ alternative grains. Retailers can sell the flour to the public and also make loaves using the different flours, to sell as a premium product.

(3) Giving Something Back/ Incentivising Sales

We have also suggested an interactive area where retailers can offer for free, or sell, fresh pizza dough – the idea being that shoppers will buy toppings for and accompaniments to their pizza in the store.

The restriction of the dough’s availability to just one day e.g. ‘pizza Thursday’ should help build anticipation amongst shoppers, providing a refreshing antidote to the modern expectation of shopping being available anywhere, anytime.

Meanwhile, the ‘toast station’ allows consumers to try before they buy, toast being one of the most comforting foods there is. This should help forge an emotional connection between retailer and consumer. It also allows for cross-selling opportunities with jams, butters etc.

We hope the introduction of such theatre and experiential retailing would have a positive, halo effect on the rest of the bread category, by drawing people into the aisle and getting them baking, tasting, thinking more about bread and most importantly – getting them buying.


Share Insight

  • ”You completely nailed the project.”

    Philip Barnes - General Manager, Standen House & Garden

  • “Since Sherlock began our rebranding, The Mulberry Bush Organisation has raised more money, has increased the children’s referrals from Local Authorities so that we now have a waiting list, has attracted celebrities... and has hugely raised our profile among the professionals.”

    Jane Smiley – Head of Communications, The Mulberry Bush Organisation

  • ”Our project had a tight turnaround time, but Sherlock showed a quick grasp of the brief, and provided excellent customer service, flexibility and professionalism.“

    Kate Anderson - Projects and Office Manager

  • “We are thrilled with Sherlock’s work – it did absolutely everything we were hoping for... we’re particularly delighted by their attention to detail... They have also read the space very well which, although it’s a blank canvas, needed to be carefully considered...”

    Emily Hogan - Development Manager, Little Green Pig

  • “Sherlock have been brilliant to work with, very flexible, creative and have enabled us to marry the brand with our key exhibition spaces so our story is continuous.”

    Karla Barnacle-Best - Chief Executive, Discover Children‘s Story Centre

  • ”We have found Sherlock creative and responsive, delivering design solutions which fit the brief but also pushing its boundaries. They have always been there to help us out when we needed them and have always managed to maintain a friendly and funky working relationship with us.”

    Sally Ann Lycett - Director of External Relations, De La Warr Pavilion

Subscribe today to receive our newsletter