New pastry range targets butchers and meat manufacturers

Bells Food Group has launched a new business arm, with the aim of tapping into the butchery sector. 

The Bells Professional Pastry brand will focus on the manufacture and supply of quality pastry, and follows a £3.6 million investment that has allowed the firm to double its pastry production capacity to 150 tonnes per week.

The range is available in four varieties:

•    Roll & Cut – rolls, slabs, or sheets of pastry
•    Specialist Pastry – pre-cut shapes and designs for ready to cook meal solutions
•    Bespoke – for unique pastry needs
•    Fill & Bake – designed for high end every day products like pies and sausage rolls

James Drury, pastry business manager for Bells Food Group told Meat Trades Journal that the introduction offers the business the platform to build a relationship with butchers and meat manufacturers.

“The launch of Bells Professional Pastry gives us a real opportunity to provide expertise and added value to our customers, both existing and future,” he said.

“We’re a highly experienced team and have the creativity and capability to produce exceptional pastry beyond expectations. We’re particularly keen to introduce the Bells Professional Pastry Fill & Bake and Roll & Cut ranges to butchers and medium to large sized meat manufacturers.”

The launch has been supported with a new website, and a targeted mail campaign. It is also part of a wider Bells Group brand development scheme that focuses on innovations, expected to launch in the coming months.

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