What Signature Flatbreads does

Signature Flatbreads is a UK-based, family-owned manufacturer of flatbreads, wraps, naans and morning goods, founded in 1984 by Dr. Samir Eid as Honeytop Speciality Foods and currently led by third-generation bakers William and Charles Eid as Joint CEOs. The company operates state-of-the-art bakeries in Dunstable, UK and Nashik, India, with a workforce of more than 2,000 employees producing over 2 billion breads annually across multiple categories. It supplies major UK retailers, QSR chains and foodservice operators, and exports to more than 70 countries, reporting turnover exceeding £200m in FY2023.

The product portfolio spans wraps and tortillas, naans, folded and unfolded flatbreads, pittas, crumpets, pancakes, sliced flatbreads, and chapattis, offered in ambient, chilled and frozen formats with shelf life ranging from 7 days to 18 months. Production capabilities include clean room packaging technology for preservative-free products and bespoke in-house engineered baking equipment that allows flexible specifications from 20g to 300g. The group operates three consumer-facing brands: Deli Kitchen (innovative world-cuisine flatbreads such as Greek, Persian and Lebanese styles, plus world-first Brioche Style Wraps), Earth & Wheat (a subscription-driven sustainability initiative rescuing failed QC bread), and Planet Deli (a long-life convenience-channel range with shelf life up to 24 weeks).

Revenue is generated primarily through private label manufacturing for retailers including Tesco, Sainsbury's, Waitrose, Morrisons, ASDA, Ocado, CostCo and Aldi, alongside branded Deli Kitchen sales, QSR and foodservice supply, and international export. The company holds the highest international food safety accreditations, including BRCGS Grade AA+, AIB Higher Level, IFS Higher Level, SEDEX membership, and ISO 45001. Following completion of a £100m investment programme, the company announced a further £150m investment plan in 2024 to expand capacity, broaden the product range and create over 500 new jobs.

Name

Signature Flatbreads

Legal name

Signature Flatbreads (UK) Ltd

Website

https://signatureflatbreads.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Signature Flatbreads is a UK-based, family-owned B2B manufacturer of flatbreads, wraps, naans and morning goods, supplying private label and branded Deli Kitchen products to all major UK supermarkets, QSR chains and exports to 70+ countries.

Ownership category

akta.pro rank

Product category

Flatbread Manufacturing

NAICS

Commercial Bakeries (311812), Bakeries and Tortilla Manufacturing (3118), Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050)

akta.pro primary industry

Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)

akta.pro secondary industries

Frozen Pizza & Flatbreads (CRADADAB), Frozen Bakery & Dough Products Wholesale (AFAIAHAD)

Keywords

• Flatbread manufacturing
• Private label bakery
• Wrap and tortilla production
• Naan bread baking
• Foodservice bread supply

Headquarters

HQ city

Dunstable

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Branded Products (Deli Kitchen): Consumer-facing branded flatbreads sold through UK supermarkets including wraps, flatbreads, naans, crumpets, pancakes
2. Private Label Manufacturing: Own-label flatbread production for major UK retailers and foodservice operators
3. Foodservice Supply: Supply to quick-service restaurants (QSR) and foodservice operators
4. International Export: Export to over 70 countries from UK and India bakeries
5. Wonky Bread Subscription (Earth & Wheat): Subscription box service rescuing failed QC breads to reduce food waste

Pricing tiers

Go-to-market motion1 record

Distribution channels10 records

Marketing channels9 records

Core offering

Signature Flatbreads is a wholesale manufacturer of flatbreads and baked goods, producing wraps/tortillas, naans, folded and unfolded flatbreads, pittas, pancakes, crumpets, sliced flatbreads, and chapattis from state-of-the-art bakeries in the UK (Dunstable) and India (Nashik). The company supplies major UK supermarket chains, foodservice operators, and exports to over 70 countries, operating both private label manufacturing for retailers and its own consumer brands including Deli Kitchen, Earth & Wheat, and Planet Deli.

Product overview

Signature Flatbreads is a wholesale manufacturer of flatbreads and baked goods offering a diverse portfolio of products across multiple categories. The core product portfolio includes Wraps/Tortillas, Naans, Folded & Unfolded Flatbreads, Pittas, Pancakes, Crumpets, Sliced Flatbreads, and Chapattis. The company operates three consumer-facing brands: Deli Kitchen (innovative world cuisine-inspired flatbreads), Earth & Wheat (sustainability-focused brand reducing food waste through wonky bread subscriptions), and Planet Deli (convenience channel brand with extended shelf-life products up to 24 weeks). Products are available in ambient, chilled, or frozen formats with shelf life ranging from 7 days to 18 months. The company supplies major UK retailers including Tesco, Sainsbury's, Waitrose, Morrisons, Asda, and Ocado, as well as foodservice and QSR operators, exporting to over 70 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Deli Kitchen: Consumer brand offering innovative flatbreads and wraps inspired by world cuisines, including Greek Style Flatbreads, Sliced Focaccia, Brioche Style Wraps, Persian Style Flatbreads, and protein-enhanced products.
• Earth & Wheat
• Planet Deli

Products and services

• Wraps/Tortillas High-quality, soft and authentic tortilla wraps grilled on bespoke production lines, available in sizes 5" to 12", various flavors including low calorie options, supplied ambient, frozen or chilled.
• Naans Traditional naan bread baked to recipes using quality natural ingredients in bespoke ovens replicating authentic tandoor clay oven baking process, available in any shape and size from 20g to 300g, including hand-stretched varieties.
• Folded and Unfolded Flatbreads Soft and flexible flatbreads suited for use as sandwich carriers, available in various shapes and sizes from 20g to 300g, developed with innovation team expertise.
• Pittas Versatile and soft leavened flatbread prepared with care and baked at high temperatures, with specialist production lines ensuring perfect pocket formation, available in shapes 20g to 300g, supplied ambient, frozen or chilled.
• Pancakes Light and fluffy pancakes available in plain and lemon & raisin flavors, prepared in sizes between 5cm and 13cm, available chilled, ambient or frozen.
• Crumpets Light, fluffy crumpets with characteristic honeycomb centre and golden colour, baked to standard diameter but producible in various thicknesses, available ambient, frozen or chilled.
• Sliced Flatbreads Highly versatile alternative to traditional sandwich carriers, perfect for topping, filling, or toasting. Plain, wholemeal or seeded varieties in multiple shapes, textures and flavors from 20g to 300g.
• Chapattis Classic Indian flatbread made using authentic methods and traditional recipes, finely ground flour baked on cast iron surface to replicate traditional tava process, available in various sizes from 20g to 300g, supplied ambient, frozen or chilled.
• Deli Kitchen Consumer-facing brand offering innovative flatbreads inspired by world cuisines including Greek Style Flatbreads, Sliced Focaccia, Brioche Style Wraps, Persian Style Flatbreads, and protein-enhanced products, listed in major UK supermarkets.

Quantifiable outcome

• 78% sales uplift for Deli Kitchen brand in 2020
• +4 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Rethink FoodcoreStrategic or Co-development Partner · 27 August 2025Leading food education charity partnership to create free, hands-on school workshops and nutritional education for children. Deli Kitchen x Rethink Food partnership aims to help children explore new food in a fun way through tasting, touching and building bold bites using flatbreads and wraps.
• El Burrito MonsterminorGTM or Marketing Partner · 1 January 2023Well-known food creator partnership to demonstrate product versatility and inspire consumers to experiment, reaching tens of millions of social media users.
• UK GovernmentminorOthers · 30 August 2018Chief Secretary to the Treasury Liz Truss visited Signature Flatbreads to demonstrate government support for British business ahead of Brexit.
• Tom DaleycoreGTM or Marketing Partner · 23 November 2017Olympic medallist and social media megastar (1.9m Instagram followers, 500k+ YouTube subscribers) as Deli Kitchen brand ambassador since November 2017. Provides recipe inspiration, tailored social media content, and brand endorsement across channels.

Scale indicators17 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Mission Foods (Gruma): World's largest tortilla and flatbread manufacturer owned by Gruma; competes directly with Signature across wraps/tortillas in international and foodservice channels with comparable B2B retail scale.
• Toufayan Bakeries: Family-owned US manufacturer of authentic Middle Eastern flatbreads, pita, and lavash; mirrors Signature's heritage-led, multi-format flatbread production for retail and foodservice.
• La Tortilla Factory: Specialty manufacturer of wraps, tortillas, and flatbreads sold through US retail and foodservice; comparable niche CPG with health-led and authentic positioning similar to Deli Kitchen.

Broad incumbents

• Warburtons: UK's largest bakery brand and a major private-label competitor to Signature Flatbreads across major supermarkets; shares the same retailer shelf space and competes in morning-goods adjacent categories.
• Hovis (Premier Foods portfolio): Iconic UK bread brand operating across major supermarkets; competes with Signature for sliced sandwich carriers and bakery wraps shelf space, with overlapping private-label manufacturing scale.
• Aryzta: Swiss-anchored global bakery and frozen-foods group; was Signature's 50% JV partner prior to the 2018 buyout and remains a comparable commercial bakery peer for foodservice and retail private label.
• General Mills (Old El Paso / Pillsbury): Owns Old El Paso and Pillsbury wraps/flatbread brands that compete directly with Deli Kitchen in UK grocery and offer a global benchmark for branded CPG scale in the wraps category.
• Grupo Bimbo: World's largest bakery company with extensive UK and European presence through acquisition; comparable scaled CPG bakery business with broad category coverage.
• Kingsmill (Allied Bakeries / ABF): Flagship UK bread brand of Allied Bakeries within Associated British Foods; directly competes with Signature for the same supermarket listings in sliced breads and sandwich carrier categories.

Emerging players

• BFree Foods: Irish-origin gluten-free and wheat-free wraps and flatbread specialist; meaningful partial overlap with Signature's health-and-protein range expansion into specialist dietary segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInuk.linkedin.com/company/signature-flatbreads
• Xx.com/sflatbreads

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Signature Flatbreads