Jamie Bird, joint managing director, Birds Bakery

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Birds Bakery HQ, Derby Jamie Bird, joint managing director of Birds Bakery, has spoken of its plan to introduce a new range of products to widen its customer-base and increase sales. It comes as the 106-year-old Derby-based business is expected to see turnover hit £35m in 2025, its highest for a number of years. The 62-store group plans build on this momentum by catering for more modern tastes and emphasising freshness, says Bird. Bird, the fourth generation of the family to run the business, joined in 2022, alongside his two young brothers. The major challenge for the management team is balancing mouth-watering, traditional offerings with more discerning choices.

Transcript

00:00Hi there, my name is Jamie Bird, one of the joint managing directors here at Bird's Bakery.

00:20Really excited about everything that's to come at Bird's over the coming years,

00:23whether that's product development, shop development, people development or technology

00:27development. We've just got started with our rebrand from that launched in January 2024

00:35and we've now got eight newly refurbished stores open and we're excited for everything else that's

00:40to come in 2025 and beyond. Continuous development is one of the values that we have at Bird's and

00:46it's something that we continue to look towards, so whether that's looking at growth it's we're

00:53always investing for the lifetime of birds. So we're really excited but we don't rush into decisions,

00:59we take our time make the right decision that's for us and for the business and importantly for our

01:04customers. It's really exciting, I mean when I move back to the East Midlands after a time of working

01:13in London you forget quite how iconic the brand is and how everyone's got a favourite and everyone's

01:21got a story to tell and it's something that's really, really important that we continue to harness

01:26and it's something that we continue to love to hear about. You still see that on our website now,

01:31how every customer has the opportunity to share their little bird story. And we do come out with

01:39one of my favourite facts for birds and an iconic birds product as such is the baby elephant's foot.

01:45So whilst it is a treat it's still under 100 calories. But changing dietary requirements is

01:51something that we're continuously looking at. You know the way people eat is much healthier than

01:57maybe historically or previously. So as we adapt and revitalise the spine of our basket it's something

02:03we're doing a lot of work on whether that's vegetarian options, vegan options, sadly they won't be

02:09gluten-free for the time being due to our main bakery in Ascot Drive and the limitations there.

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