Country Choice has relaunched its entire bread range, introducing 73 different bread varieties to the market.
The new products were launched at the Convenience Retailing Show in Birmingham last month.
New additions include French breads, which the company says are made with French flour, as well as a selection of organic breads and speciality breads - such as cheese, olive, sourdough and seeded varieties.
Country Choice has also launched a new merchandising concept and has revamped its training programme.
This includes inviting retailers to events such as "bread appreciation days" - which will be held at bakeries.
These are aimed at offering retailers advice on every aspect of bread making.