The 25 van service, linked to suppliers including Warburtons, McVitie’s, Premier Foods and Carrs Foods, will be providing London retailers with fresh bread and morning goods.

Noel Robinson (left), managing director of P&H’s direct van sales, said there would be “huge time savings” against cash & carry visits. There is no minimum drop.

Another advantage, he claimed, is that customers will benefit from sales reps’ category expertise and in-store merchandising.

Robinson added: “Expanding our direct van sales offering with Bakedirect runs in line with our ongoing commitment to retailers. Our expertise in this area, as the UK’s number one direct-to-store van sales operation, ensures that retailers have not only unrivalled service, but also guaranteed profit when it comes to their impulse and baked ranges.”

The wholesaler plans to expand the operation in the near future.

Tel: Palmer & Harvey (01273) 222100