According to Sheldon’s, hot dog rolls have emerged as this summer’s “runaway winner”, with demand up almost a quarter (24%) year-on-year as retailers stocked up in anticipation of a packed weekend of barbecues, World Cup action and the Wimbledon finals. Demand for traditional burger buns also increased by 11% over the same period. 

The company’s Oven Bottom Muffins saw a rise of almost 19% year-on-year as more people swapped traditional burger buns for the bakery alternative.

According to Sheldon’s, demand for hot dog rolls through one major retail customer has surged by 178% in May, compared with April.

Sheldon’s prepares for busy sales due to sports events

The bakery attributed its boost in sales to “football fever, soaring temperatures and BBQ season”, and highlighted that the growth came following Sheldon’s announcing plans for a new manufacturing facility in Manchester.

Sarah Sheldon, director at Sheldon’s, said: “The hot weather has already given our BBQ range a real boost this summer, but with England’s World Cup quarter-final and the Wimbledon finals falling on the same weekend, we’re gearing up for what could be one of our busiest weekends of the year. Our teams will be baking right up until kick-off to make sure retailers have everything they need for what promises to be a huge weekend.

“As a family bakery, it’s always special to see our products at the heart of big occasions, whether that’s a family BBQ or friends getting together to watch the game. We’re incredibly proud of the way our team has responded over the past few weeks and, once the last orders are out the door, we’ll all be keeping our fingers crossed and hoping England can give everyone another reason to celebrate this weekend.”