Brand Statement

 Brand Value Statement

Our mission is to offer the best of baking at reasonable prices. As a family business, we bring love into every bite, dedicating lots of pace and pounds to product development and an incredible customer experience. After all, it wouldn’t be a Wenzel’s if you didn’t leave with a smile - and a full belly.

We’re a family-owned company that’s run by two generations - and we’re dedicated to positively contributing to society. To do that, we support our people, make quality products and deliver the  best possible value for money for our customers.

We bake all of our goods and decorate all of our cakes daily in our central bakery. Once the loaves and treats are delivered to our local shops, we freshly assemble our sandwiches, bake hot slices and cook pizzas.

To enable our mission, we adhere to the Wenzel’s Product Standard:

1. Sustainability

We are committed to building a sustainable, long-term business that bakes and delivers fresh products to all our shops daily. Focusing on sustainability means minimising our environmental footprint. From our Zero to Landfill policy to selling end-of-day products on ‘Too Good to Go’ and  redistributing products to charities or making it into animal feed, we try to cut waste wherever we can. Most of our products are sold loose or in paper packaging and our supply chain transports products internally with reusable bread baskets.

2. Dietary Requirements  

People are the focus of all we do at Wenzel’s. We believe in giving our customers all the information they need to make informed decisions about their food. To cater to all dietary requirements, we clearly label all Vegan, Vegetarian and Halal options in our shops

3. Ethical Supply Chain

We work closely with our suppliers to ensure all our products are responsibly sourced. For example, most of our flour is locally milled and our informed trade relations with many suppliers go back to 1975. 


We only buy sustainable certified palm ingredients and finished products. The supplier of these ingredients is required to be a member of the RSPO. We will become a member in 2023 and will adhere, within the same year, to including only fully segregated palm in our products.

These Brand values are the guide for product development and delivery of our products.These standards are related to the food we produce and purchase, but exclude the use of the branding like colouring and font use which is listed in our Brand standards.

Southampton Six

We aim to stop using any ingredients that have been identified as ‘[possibly] hav[ing] an adverse effect on activity and attention in children’ by February 2023. The following ingredients will be removed from Wenzel’s products:

  • Tartrazine (E102)
  • Quinoline yellow (E104)
  • Sunset yellow (E110)
  • Carmoisine (E122)
  • Ponceau 4R (E124)
  • Allura red (E129)

Genetic Modification
We don’t use or purchase genetically modified ingredients. We expect our suppliers to ensure that the entire supply chain of our ingredients is free from genetically modified crops.

In our bakery, we use natural, classic and protein-engineered enzymes. We minimise the use of these where possible and only use enzymes when it is functionally required. This only occurs prior to a baking process with a minimum temperature of 90°C.  

Our shops are under 185m² and don’t legally have to comply with HFSS. However, we believe that our place in society requires us to take inspiration from that legislation to ensure our customers can make informed decisions. To accomplish this, we offer healthier options in our meal deals where possible.

Salt Targets
We are committed to implementing the salt guidance from PHE by 2024. In 2023, we will redevelop our recipes to reflect these changes and expect our suppliers to conform by Q4 of 2023.

4. Anti-Slavery

We have a zero-tolerance policy toward modern slavery - a crime and violation of fundamental human rights. This includes any form of slavery, servitude and forced or compulsory labour. Our Anti-Slavery Policy highlights the strict standards we maintain in our dealings and relationships, including our recruitment process, procurement and our supply chain.

5. Hygiene

A hygiene rating of five is expected in all shops. If a shop scores below this level, an action plan will be created to ensure that it is back at a five-star rating as soon as possible. Our bakery’s hygiene is rated under SALSA certification. We aim for a SALSA accreditation by Q1 2024.