Business
Changing eating habits threaten future of one of Wales’ best-known brands
Concern mounts over future of production as Wales’ famous bakery battles falling sales and changing consumer tastes
ONE of Wales’ best-known bakery brands is facing a major threat as changing eating habits, rising costs and falling demand for the traditional sliced loaf put pressure on jobs and production.

Brace’s Bakery, founded in 1902, has warned that the market for standard sliced bread has changed dramatically, with the company blaming an “acceleration of the decline in standard sliced bread” for its recent financial pressures.
The issue has now taken on fresh urgency amid fears over the future of production at one of the company’s Welsh sites.

Industry reports have said Brace’s planned to close its Pen-y-Fan Industrial Estate site as part of a wider business “reset”, with production being consolidated at its larger Croespenmaen operation. Earlier reports suggested the company expected fewer than 20 redundancies, with most staff transferring, but latest local reporting has raised concerns among workers that the situation may be moving faster than previously expected.
The company has said the Pen-y-Fan factory has one production line, while Croespenmaen has two sliced bread plants and also produces Welsh cakes, rolls and artisan-style products.
Brace’s director Mark Brace has previously described the pressures facing the industry as severe.
He said: “We are a long-standing family business in a very challenging marketplace as the rest of the baking industry is UK wide.”

He added that since Covid there had been a slow annual decline in standard bread sales, but that in the last two years major competitors such as Kingsmill and Hovis had also seen declines of more than 15 per cent.
Leon James, director of finance at Brace’s, gave an even starker assessment, saying: “There has been a massive reduction in the consumption of standard white bread – and the white loaf is our cash cow.”
He also warned of the difficulty in passing rising costs on to customers, saying: “If we put our prices up, customers will very quickly switch.”
The problem is not unique to Brace’s. Across Britain, the traditional wrapped sliced loaf has been losing ground as shoppers change the way they eat. Market research cited by The Guardian found that sliced loaf bread sales had fallen by around 15 per cent over five years, while only around a third of people now eat sliced loaf bread daily, down from about half in 2015.

Kiti Soininen, head of food and drink research at Mintel, said: “Whenever a new breakfast or lunch option comes into the market, more often than not it’s bread that loses out.”
Younger consumers are increasingly turning to wraps, flatbreads, oats, yoghurt, salads, rice bowls, noodles, sushi and higher-protein meals. At the same time, concerns over ultra-processed foods and refined carbohydrates have pushed some shoppers towards seeded, wholegrain, sourdough and higher-fibre breads.
The UK bread industry is already responding with consolidation. Associated British Foods, the owner of Kingsmill, agreed a £75m deal to buy Hovis, a move expected to create the UK’s biggest bread brand if approved by the Competition and Markets Authority. The deal follows falling sales and losses in parts of the traditional bread sector.
For Wales, however, Brace’s carries a particular significance. This is not just another food manufacturer. It is a household name whose loaves have been bought in corner shops, supermarkets and family kitchens for generations.

The crisis highlights a wider question for Welsh manufacturing: how can long-established family firms survive when consumer habits change faster than factories can adapt?
Brace’s has already shifted more attention towards Welsh cakes, rolls, premium loaves and artisan-style products. But the pressure on the standard sliced loaf remains a serious challenge for a company whose name has long been associated with everyday bread.
Bread itself is not disappearing from Welsh homes. But the kind of bread people buy, and the way they eat it, has changed.
For Brace’s, the future may now depend on whether one of Wales’ most familiar food brands can move beyond the old white sliced loaf without losing the loyalty, identity and scale that made it famous.
Business
Former Tenby coffee shop conversion to healthcare clinic approved
PLANS to convert a vacant former coffee shop next to a Pembrokeshire seaside town’s Sainsbury’s supermarket to healthcare clinic have been approved.
In an application before Pembrokeshire Coast National Park, Tenby Health Ltd, sought permission for a change of use of the former The Grind coffee shop, Supermarket Complex, Unit 3, Upper Park Road, Tenby to a private musculoskeletal healthcare clinic.
Tenby Town council recommended approval, saying: “Whilst councillors are disappointed in loss of retail, retail businesses have failed in the past. It will be good to have the space utilised and diversification may last longer,” adding it did not want empty units in the town.
Tenby Civic Society said: “Members of the executive committee felt these units have had a chequered history in retail use, and note that much needed renovation and re-marketing of the units has produced some new users whose lower footfall seems appropriate, though the issue of loss of retail use is disappointing.”
It did raise concern about the potential use of privacy film to the windows and prominent signage, which could affect the appearance of the courtyard, requesting that details of any such treatments be secured.
A supporting statement accompanying the application said: “The applicant is Tenby Health Ltd, a private musculoskeletal (MSK) healthcare clinic incorporated in Wales and operated by directors Hannah and Ben Horne. Ben is the sole practising clinician. The clinic provides the following services: chiropractic care, diagnostic musculoskeletal ultrasound imaging, shockwave therapy, rehabilitation, and exercise-based programmes.
“Tenby Health serves both the resident population of Tenby and the surrounding area, as well as visitors to the national park.”
It added: “The clinic will operate on an appointment-only basis during regular working hours. Patient numbers at any one time will be limited to those attending individual appointments.
“The low-intensity, appointment-based nature of the clinic means there will be no material increase in noise, disturbance, or activity at the site compared to the previous use. Opening hours will be limited to typical daytime business hours.”
An officer report, recommending approval, said the concerns raised by Tenby Civic Society were acknowledged, but the current application sought permission solely for the change of use of the premises and associated internal alteration, with no changes mentioned by the society forming part of the application.
Of the scheme itself, it said: “The site forms part of an established commercial complex adjacent to Sainsbury’s supermarket and Tenby’s multi-storey public car park, where commercial activity is an established characteristic of the area.
“Given the nature of the proposed use, together with its location within an existing commercial environment, the development is not considered likely to give rise to unacceptable impacts in respect of noise, disturbance, overlooking, loss of privacy, odour or visual intrusion.”
The application was conditionally approved.
Business
Broad Haven dog exercise field with hardstanding parking area refused again
A CALL for a two-year period of grace to test a previously-refused Pembrokeshire dog exercise area has again been turned down by planners.
In a resubmitted application to Pembrokeshire Coast National Park after a 2025 refusal, Lawson and Penny Owen, through agent Hayston Developments & Planning Ltd, sought retrospective permission for a farm diversification scheme for a dog exercise area with a small hardstanding area for parking on land near Williamston Farm, Long Lane, Broad Haven, near Haverfordwest.
The previously-refused scheme sought a permanent seasonal exercise area, the latest application seeking a temporary two-year year-round option so that the impact of dog exercise on agricultural land could be fully assessed.
That application was refused on the grounds it was not considered to be sited in a sustainable location which will assist in removing the need for private motor vehicle trip generation, and the potential impact on neighbours.
Local community council The Havens again objected to the latest application, objections including it too close to neighbouring residential properties resulting in unacceptable noise impacts, is incompatible with the adjoining agricultural use, and is located adjacent to a cycle route.
A supporting statement said: “It is clear that, whilst the whole of the field has been operating as a dog exercise area for the past two years, staff in Public Protection have not received any complaints in respect of noise or any other form of objection. As a result of additional information gained from [the previous application], this re-submission sets out to explore a suggested temporary two-year option so that the impact of dog exercise on agricultural land can be fully assessed.”
It said the applicants, who have some 400 acres spread across four farms in the Broad Haven/Nolton area have had a need to diversify, with previous activities including holiday lets, a weddings/summer cinema show venue, and a submitted planning application for nine holiday units.
It said the non-framing activities amounted to under a third of the applicants’ income, the dog exercise operation now foreseen to be some five per cent of income, at up to £20,000 per year.
An officer report recommending refusal said that, as with previous application, objections had been received; concerns including it being in an unsustainable countryside location, noise and disturbance to neighbouring residential properties, disturbance to grazing livestock, and concerns the proposal relies entirely on private motor vehicle journeys and conflicts with sustainable transport objectives.
The report said that while many planning matters could be addressed, they didn’t outweigh the principal policy objections that it had not been demonstrated the particular location was needed or it accords with the sustainable transport objectives [of planning policy], representing “an unsustainable form of development within the open countryside”.
It also said officers were of the view “that the proximity of the commercial dog exercise area to neighbouring residential properties would give rise to an unacceptable impact upon residential amenity through noise and associated activity”.
It concluded: “The proposed temporary two-year permission does not overcome these fundamental planning objections. The use has already operated for a significant period, enabling the Authority to assess the proposal on its planning merits, and a temporary consent would not resolve the inherent conflict with the adopted Development Plan.”
The resubmitted application was refused on the grounds highlighted in the officer report.
Business
Lawfulness call for Tenby caravan site waste treatment plant works granted
A SOUTH Pembrokeshire caravan park’s call to be allowed to keep site works completed without permission nearly a decade ago has been given the thumbs-up by the national park.
In an application to Pembrokeshire Coast National Park, Richard Shannon, through agent Gerald Blain Associates Ltd, sought permission for a certificate of lawfulness for the retrospective siting of a waste treatment plant for the Windmills Caravan Park, Narberth Road, Tenby.
An application for a certificate of lawfulness allows an applicant to stay at or keep a development if they can provide proof of occupancy or use over a prolonged period.
A supporting statement accompanying the application said the plant was installed back in summer 2018, providing a receipt of purchase and an invoice for the installation works, 2018 Aerial imagery showing ground disturbance in the location where the tank is installed as well as other photographic evidence.
“Together, this evidence clearly demonstrates that the development was carried out and substantially completed in 2018 and has remained in situ since that date,” the statement said.

An officer report recommending the certificate of lawfulness be granted said Windmills Caravan Park is an established holiday caravan park located on Old Narberth Road, approximately two kilometres north of Tenby, occupying a sizeable rural site with static caravans, internal access roads, ancillary infrastructure and areas of open grassland.
Of the certificate call, it said: “The application relates to a package sewage treatment plant located within the south-eastern corner of the caravan park, adjacent to an established hedgerow and mature tree belt.
“The treatment plant is predominantly underground, with only limited above-ground features visible, including inspection chambers, ventilation equipment and associated control apparatus. The location was selected to serve the existing caravan park whilst remaining discreetly positioned within the wider site and benefiting from natural screening provided by the surrounding vegetation.”
In respect of the submitted information accompanying the application, it said: “As the application was submitted in 2026, the development has been in place for well in excess of the four-year enforcement period and is therefore immune from enforcement action. Accordingly, the Local Planning Authority is satisfied that the development is lawful for the purposes of Section 191 of the Act, and a Certificate of Lawfulness should be issued.”
The certificate of lawfulness was issued.
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