Sweet deal to see bakery reach ‘thousands’ more customers

Project D

East Midlands-based bakery Project D has partnered with one of the UK’s foremost retailers of artisanal baked goods in a move which could see the Derby firm reach “thousands” more commuters and shoppers.

Project D, which produces decorated doughnuts, will now sell its cinnamon scrolls through Batch’d stores.

The sweet treats will be sold in all 15 Batch’d shops across the UK, meaning Project D’s products will be available in some of the country’s biggest shopping centres.

The firm recently opened a store at Loughborough University’s Students Union and says it could look to establish shops in Manchester and Nottingham following its collaboration with Batch’d.

Operations manager Max Poynton said: “We are really excited to be working with Batch’d. It’s a company which is rapidly expanding, just like Project D, and I think the synergy between us will mean we can grow together.

“It’s a great endorsement to be selected by Batch’d as they only work with the very best artisan bakeries and although it’s a national chain they pride themselves on the high standards of their partners.

“Our cinnamon scrolls have always been really popular, but they have lived a bit in the shadow of our doughnuts – just because they are so highly decorated and Instagram-ready.

“But when it comes to taste we know our cinnamon scrolls are fantastic and the fact that Batch’d is happy to sell them endorses the fact that they are soft, fluffy and delicious.”