Pipp & Co, the award-winning Swindon bakery known for its inventive doughnuts and small-batch approach, is branching out once again — this time stepping confidently into the breakfast aisle.
The family-run business has launched a pair of preservative-free cereals, staying true to its approach of using carefully sourced ingredients and avoiding unnecessary additives. The new arrivals — a seed and maple granola, and an apricot, cranberry and seed muesli — are rooted in family recipes and created with both retail and wholesale customers in mind.
The cereals join a growing line-up of products that already includes the bakery’s widely celebrated doughnuts, all made fresh and without artificial colourings or preservatives. Pipp & Co is also expanding its savoury selection, building on five months of successful trials with major wholesale partners.
Now hitting the market are spinach and feta brioche pastry diamonds, alongside brioche cheddar, cream cheese and chive pinwheels. Both are supplied fresh and can be frozen on the day of purchase — a practical benefit for cafés, delis and caterers looking to reduce waste without compromising on quality.
Co-owner Betina Evangelista said the response from customers has been encouraging.“We’re delighted to see our preservative-free pastries gaining so much momentum,” she said. “These new vegetarian options have been really well received. They’re ideal for our retail partners who need convenience and consistency, while still offering a premium product.
“We’re also thrilled to be launching our granola and muesli. Expanding our range means customers are discovering us for more than just our doughnuts.”
Last month, the bakery’s rhubarb and ginger jam vegan doughnut picked up national recognition after taking the top spot at the annual PETA food awards, bringing further attention to the Swindon brand.
More information about the bakery’s growing selection of sweet and savoury goods — and now breakfast cereals — can be found on their website.
