Broadways Bakery adds Xtra Loong bread to its portfolio
The addition of the Xtra Loong Bread underscores the company’s continued commitment to product innovation within its core bread segment.
KENYA – Broadways Bakery has expanded its bread range with the launch of a new product, Xtra Loong Bread, targeting consumers seeking longer‑lasting, value‑oriented loaves.
The product was unveiled on the brand’s official social channels this week, where a short promotional clip described the loaf as offering “Xtra slices, Xtra satisfaction, at no Xtra cost,” signaling a marketing push focused on value and convenience.
The new product arrives as Broadways continues its strategic push to cater to the evolving needs of Kenyan consumers.
The Xtra Loong Bread is a longer-format loaf that delivers more slices per pack, targeting larger families, caterers, hotels, and fast-food outlets looking for cost-efficiency without compromising on quality.
The move reinforces the family‑run Nairobi bakery’s strategy of broadening its product mix amid rising competition in the fast‑growing packaged bread market.
Broadways already counts popular lines such as New Seneta, Broadways Premium, Broadways Sliced White, and Sandwich Bread among its core brands, and the introduction of Xtra Loong Bread is positioned as a convenience‑driven extension tailored to households and small‑scale retailers.
The new Xtra Loong Bread is designed to offer improved shelf life without compromising on texture and softness, a key consideration for both urban and rural shoppers who rely on bulk purchases and limited daily shopping trips.
Broadways sources wheat locally from Kenyan farmers and supplements it with imports from major global suppliers such as the United States, Canada, Russia, and Australia, a supply‑chain strategy that helps maintain consistent quality and volume.
The addition of the long‑life variety aligns with broader industry trends toward “long‑life” or extended‑freshness bread formats, which several regional mills have begun to emphasize in recent years.
This launch follows a series of successful innovations by Broadways, including the 50/50 (Kati Kati) hybrid bread and the recently unveiled FourSquare bread.
A spokesman for Broadways said Xtra Loong Bread is already being rolled out to major retail chains and neighbourhood shops across Nairobi at RRP Ksh. 65 for a 400g pack, with gradual distribution to other towns to follow.
The launch coincides with the bakery’s ongoing rebranding and packaging refresh campaigns, which have highlighted convenience, freshness, and affordability.
By adding the long‑life loaf, Broadways expects to strengthen its positioning as a mainstream, mass‑market bread brand even as consumers continue to shift toward more packaged and value‑pack options.
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