Sainsbury's is proud to announce that as a result of its 'Supply Something New' initiative Dorset based bakery, Honeybuns, has won a coveted listing.

The supermarket was so impressed by the company's new traybake flapjacks, that two of the range are now available in 55 Sainsbury's stores nationwide.

The 'Supply Something New...' scheme was launced by Sainsbury's last year and sees representatives from Sainsbury's take to the road every month in search of new, innovative products, making it easier for new suppliers to gain business access to the retailer. Focusing on extending its network of small producers, Sainsbury's plan is to make the most of products that are uniquely British.

Emma Goss-Custard, founder of Honeybuns, says, "We are delighted to work with Sainsbury's in making our artisan cakes more widely accessible. Sainsbury's have lent us support every step of
the way & have encouraged us to really "go for it". We are pleased to be able to offer our much-loved flavours in these new, larger packs. They are intended for sharing... but once you've started one, you might want to keep it all to yourself!"

Philippa Stevens, Sainsbury's Bakery Cake Buyer, adds, "Honeybuns - a relatively small producer with a quality product is exactly the type of company we look for through our Supply Something New scheme. Special recipes, attention to detail and an importance of environmental issues are all factors contributing to the win. We look forward to continuing to search for more new
supplier talent via this initative."

To date, the Supply Something New scheme has seen the products of 15 suppliers find their way to the shelves of Sainsbury's stores across the nation.