Signature Flatbreads

SIGNATURE FLATBREADS is an award winning  bakery with a truly international outlook.  The business was founded in 1984 by Dr Samir Eid, of Lebanese ancestry but born in Ghana (previously the Gold Coast) in 1932. 

Dr Eid descended from a family of bakers who left the Middle East to settle in Africa as far back as the first World War.  Motivated by his exposure to various cultures and traditions, he had a passion to bake the breads of the world and to introduce them to consumers in the UK.  He also wanted his Children; Coreen, William and Charles to continue in the family baking tradition.  He started a small bakery in the East of London and waited for his children to complete their education. Coreen studied Law, Charles Medicine and William Engineering.  They all joined the bakery business to become third generation bakers.

In Ghana, the family still operates Piccadilly Biscuits Ltd, which employs 600 people.  Piccadilly celebrated its 60th anniversary this year and became famous for Choco Cookies that are made using high quality Ghanaian cocoa.

When the Signature UK bakery was incorporated In 1984, few in the UK had been exposed to Pittas, Naans and Tortillas.  The bakery was one of the first to introduce Pitta to the UK Supermarket Industry and the very first to launch Naans and Tortillas commercially in the UK.  Tortillas volumes were very small when they were initially launched because people did not know what to do with them.  However, it was just a matter of time, a decade in fact, before their versatility made them more popular.   Also, whilst flatbreads were once regarded as “ethnic breads”, they are no longer so today.  Pitta is not necessarily Cypriot, Tortillas not necessarily Mexican and Naans are not only part of the national British dish, the curry, they are also used as Pizza bases.  Whilst the Signature bakery was the very first in the UK to introduce Naans commercially, the success and popularity of the breads became a catalyst for their adoption by many supermarkets across the world, including throughout the US and Australia.

Flatbreads are now mainstream in many countries across the world and their appeal continues to increase as consumers seek a variety of eating options.  Signature is entirely focused on growing this category for its customers and continues to create a range of new flatbreads to delight the consumer.   Signature’s innovation pipeline is so rich that the “Deli Kitchen” brand was created twelve months ago to create a channel to market for new breads. The Deli Kitchen brand made it possible for the company’s innovations to be adopted and tested by its customers quite quickly whilst keeping their offering interesting.   Signature’s willingness to use the brand as a platform to test new concepts and to transition to own-label at a future date has encouraged adoption of the brand by the supermarket industry.  Charles Eid commented; “Our team is bursting with new ideas which we would like to test and we are delighted that our Deli Kitchen brand is universally recognised for the innovation that it brings.  Our ultimate goal is to grow the flatbread category for our customers and we will work tirelessly to do just that.”  The brand has already exceeded expectation, reaching multi-million turnover in just over twelve months.

Deli Kitchen branded breads include a very thin wrap with half the calorie content of a Tortilla and a sliced Focaccia for sandwich making which is topped with virgin olive oil.   A very recent launch is a Greek style flatbread wrap which is soft and flexible for a more substantial eat.  The business continues to invest in people, equipment and innovation and has done so without focus on short term economic trends.  Rather, it is locked on the longer term objective of growing its category, both in the UK and internationally.

Shortly after the opening of a £10m extension to its bakery in Dunstable in 2016, an event attended by Rt Hon George Eustice MP, Signature Flatbreads won the Bakery Manufacturer of the Year award.  Charles Eid commented: “We are delighted to win (this) award.  We have an exceptional team of people who are absolutely committed to delivering stand out bakery products and outstanding customer satisfaction in what is a very competitive marketplace, so to be recognised for the quality of our work and products means a great deal.”

Rt Hon George Eustice MP flanked by William Eid (left), Charles Eid (right) and various members of the Signature team.

In November 2018, Signature Flatbreads’ Joint CEOs Charles and William Eid won the prestigious Entrepreneur of the Year award at Insider’s Central & East Dealmakers Awards.  The event celebrates the success of outstanding individual achievements as well as those of corporate finance firms, funders and others.

In February 2019, Signature Flatbreads won the Insider Made in Central & East England ‘Food Manufacturer of the Year’ award; for companies with a turnover over £25m. The awards celebrate businesses from across the region that have been recognised by a panel of independent judges having demonstrated success in innovation, product development and growth, in either domestic or overseas markets.  Mr David Laurence, Joint Managing Director of the UK business commented; “We are delighted to have won such a prestigious award. We are constantly innovating and evolving the manufacturing elements of the business and this award is a testament to the continuous work we put into improvement. We eagerly anticipate the national awards later on this year.”

Signature’s success in export markets has been particularly noteworthy.  The UK business exports to many countries in Europe and to the US.  From time to time, the UK business exports to Russia and China also.  Famously, the business exports Crumpets to Japan.

Signature Flatbreads this year achieved both “Gold” and “Silver” at the 22nd Annual Royal Hobart Fine Food Awards in Australia. The “Seeded Flatbun” took Gold at the prestigious awards and the “White Flatbun” won a Silver.  The flatbreads, stocked at supermarkets in Australia, received between 90-100 points to achieve the top accolade at the awards.

David Laurence commented; “As third generation bakers we use our experience and bespoke approach to create quality flatbreads that meet the needs of the consumer.  We are delighted to have had our products recognised and securing two awards at such a highly respected industry event is exceptional, particularly given the distance between the UK and Australia.  This success is testament to the pride our people take in the breads we bake and to how these breads are enjoyed worldwide.”

Signature’s Indian breads became so popular, they were also sold in India.  The shareholders of the business eventually founded a bakery in India which has today grown to employ over 200 people.  The company is baking Indian breads, in India, for the Indian consumer.  Amongst the range are Chapati, Kulcha, a variety of Parathas, Theplas, Pooris and more.

Signature India also supplies a wider range of non-Indian flatbreads, including Tortillas, various sandwich carriers and Pizza bases and these are sold into the Indian domestic market and in export markets beyond India also. Export destinations include the Middle East, Africa, Malaysia and Korea. 

About the success of the venture in India,  William Eid reflected that;  “Venturing into new markets requires that you learn about your customers and that you adapt to their needs quickly.  The quicker you learn, the quicker you can start to make progress.  A passion for your craft will give you the stamina you will need to recover from setbacks.”

On a recent visit to Signature Flatbreads, Rt H Elizabeth Truss MP commented; “Selling Naan breads in India from a company based in Dunstable would once have been unthinkable” and is the “ultimate embodiment of global Britain”.

Underpinning the company’s success are its corporate values and these are published on its website, under the following caption;

“Our commitment to providing product quality and excellence, in everything we do, is central to our success.”

Signature Flatbreads achieved an AA+ rating at an unannounced BRC audit which took place at various locations in recent  months.  All production and warehousing sites at the Dunstable bakery were audited and standards were surpassed in all areas, resulting in the top score possible.

Duncan Campbell, Technical Director at Signature Flatbreads, says: “At Signature Flatbreads we pride ourselves on our high standards in all parts of the production process. Consistent standards of excellence enable us to produce a range of high quality, great tasting and innovative products that help our customers to grow their own businesses. We commend our team for continuing to strive for the top standards possible.”

In appreciation for its people and their contribution, Signature pays above average rates for its staff.  In the UK, it has adopted the Real Living Wage, despite a backdrop of economic uncertainty.

Zizou Benchaoui, Joint Managing Director of the UK businesses commented: “Our business is only as good as the people who work within it, and we are fortunate to have a dedicated and loyal workforce. Baking top quality flatbreads is essential to our success and we believe that this significant and ongoing investment in our people is a recognition of their importance to us and gives a clear signal to the industry of our confidence as a business.”

Following a highly successful year in 2018, Signature Flatbreads has installed two large high capacity production lines in Dunstable this year with an outlay of £8m.  The new lines have created 50 additional jobs this year alone.  The business now employs 950 people and continues to grow.