Booming bakers get a taste for expansion

By Sandy Rashty, February 18, 2013

A young couple who have taken over the management of a kosher bread range stocked by Waitrose for close on 10 years opened new premises with a mezuzah-fixing ceremony on Tuesday.

Avraham and Simona Cohen, both 31, showed guests around the 5,500 square foot Cohens Bakery site in Brent.

Eilat-born Mr Cohen — a former London Beth Din supervisor who became director of Cohens Bakery last July — said that its challot and rye breads were now distributed to more than 180 Waitrose branches. The opening of the bakery and HQ was “a new beginning for us. Other [kosher distributors] have been around for a long time — we’re bringing a new taste.”

The bakery produces 40 biscuit types and 20 breads, with “new cupcakes alongside traditional desserts like the Danish,” said marketing manager Idit Taylor.

“We like to keep with the trends so even our platters are different. We don’t just use smoked salmon sandwiches. We also have sundried tomatoes and cheese and chutney fillings.” The company additionally distributes to four Jewish schools and two care homes and caters to events such as Limmud.

“Waitrose trust us — and they have many stringent health and safety regulations,” Mrs Taylor added. The Cohens now hope to sell other products to Waitrose.

Last updated: 10:45am, February 18 2013