Handcrafted by Loaf was founded by Sean Armstrong in 2004. Sean was a renowned chef with experience in London and Auckland and after starting his own restaurant he found there was room for a new bakery, one whose mantras were product quality and great customer service. So, he founded Loaf and set about creating high quality artisan breads and cakes.

Q: What is the brand story?

A: Today Loaf still handcrafts thousands of loaves of bread every day for New Zealand’s foodservice industry but also provides cakes, slices, mini bites, bliss bites and more to fine food and supermarket retailers both in New Zealand and overseas.

Q: What is the current product range and variants and what makes these products stand out in the market?

A: Loaf has a number of different ranges, the most popular being the range of mini bites. Loaf took its classic range of handcrafted slices and re-formatted them into bite size packs. The company continues to innovate the range and has recently launched a three piece pack with classic rocky road as well as two new creations - Apricot & Blueberry bites and Caramel, Popcorn Pretzel bites released to BP.

Q: What is innovative or unique about your product?

A: The mini bites are handcrafted from high quality premium ingredients that provide homemade goodness without any of the hassle. Unlike multi-national confectionery companies whose products are mass produced, full of preservatives and found in every corner dairy.

Q: Who is the consumer and what benefit does the product bring them?

A: Loaf’s new three pack mini bites are for people on the run who want a treat without the guilt. Loaf provides a handcrafted mini bite with maxi flavour that provides the perfect little pick-me-up.

Q: What consumer trend does the product support?

A: Consumers are looking for products that are higher quality and more artisan.  Consumers are seeking comfort from modernised updates of age-old formulations, flavours and formats. 

For more information please call +64 09 527 4354