We caught up with Ditsch UK sales & marketing executive, Lucy Rogers, to talk partnerships, trends and the quest for quality.
Following the acquisition of WorldBake by Ditsch UK Ltd, can you expand on that business journey?
It marks the next natural step in a long-standing partnership. We’ve worked closely with Ditsch for many years, sharing values around quality, authenticity and innovation. Becoming part of the Valora Group gives us greater scale and support, while retaining the same team, products and customer-first approach that our partners know and trust.
It must be an exciting time – tell us about the main areas of focus for 2026.
This year is about building momentum. Our priorities are product innovation, strengthening our pretzel and bakery ranges for the UK FTG market, enhancing customer support and improving operational efficiency – all while helping customers drive growth in challenging trading conditions.
Consumer expectations around FTG are changing all the time. How will you take advantage of these opportunities?
Consumers want quality, convenience and value. We’re responding with versatile bakery products that work across multiple eating occasions – from grab-and-go to premium sandwich carriers – helping operators deliver great taste with strong commercial appeal.
Your products are constantly evolving, so how do you identify the next trend and deliver on taste?
We combine market insight, customer feedback and close collaboration with Ditsch’s European innovation teams. Concepts are tested thoroughly to ensure they deliver on flavour, consistency and ease of use, not just trend appeal.
There are huge financial challenges for hospitality operators. How do you ensure value for money and quality?
We focus on high-quality products that are easy to handle, reliable in performance and deliver strong perceived value on a menu. That balance helps operators protect margins, while still offering premium experiences to consumers.
Who are you working with currently – and who would you like to partner with in the future?
We work with a wide range of foodservice, retail and wholesale partners – from independents to national brands. Going forward, we’re keen to collaborate with operators looking for tailored bakery solutions and long-term partnerships.
This next chapter as Ditsch UK Ltd allows us to bring elite baking expertise to the UK, while staying true to the values that built WorldBake. We’re excited about what’s ahead and committed to supporting our customers’ success.
