Wrights pledges major expansion investment to mark centenary
Wrights team, L-R: John Mason, project engineer; Lisa Cole, HRSS & site upport administrator; Anthony Bates, general manager; Helen Bowyer; Peter Wright; Sue Gwilliam, innovation development manager; Phil Jones, commercial manager; Duncan Barbour, senior QA.
Iconic bakery brand Wrights has announced a significant investment program into its retail estate and product pipeline as it officially enters its 100th year of operation.
The centenary celebrations, spanning the entirety of 2026, are being led by a major capital commitment from parent company The Compleat Food Group. The investment is designed to fuel the next phase of growth for the Staffordshire-born business, including a comprehensive refresh of existing retail shops and a strategic expansion of its store network across the UK.
Since its acquisition by The Compleat Food Group in 2021, Wrights has already shown aggressive growth, opening eight new forecourt outlets in the last 24 months. Management confirmed that further openings are slated for 2026, extending the brand’s footprint well beyond its traditional West Midlands heartland.
“This year is all about honouring our heritage while looking firmly to the future,” said Helen Bowyer, commercial director at The Compleat Food Group. “We are making major investments to ensure the Wrights story continues to thrive, from refreshing our retail presence to launching exciting new initiatives that reach the next generation of customers.”
The investment strategy includes several key pillars:
Retail modernisation: a full refresh of the current store portfolio to enhance the customer experience.
Infrastructure & branding: the introduction of a commemorative centenary logo across all packaging, vehicle livery, and signage, alongside a “Wrights Roadshow” van that will tour the UK.
Product innovation: the launch of high-profile collaborations, including a Centenary Chicken & Leek Pie developed with Great British Menu star Thom Bateman, and a limited-edition Caramel Custard Slice.
The brand’s journey began in 1926 when Jack and Lizzie Wright sold meat and potato pies from their doorstep in Stoke-on-Trent during the Great Strike. Over the last century, Wrights evolved from a local staple into a national leader, pioneering the “Bake-Off” frozen savoury model in the 1980s and creating the UK’s first Chicken Balti Pie.
Today, the company employs more than 600 people and serves over 800 customers, producing a catalogue of more than 500 products across savoury pastries, sweet bakery items, and ready meals.
Peter Wright, former chairman and CEO and grandson of the founders, remarked on the milestone: “Reaching 100 years is an incredible moment for the family and every employee who has been part of our journey. While much has changed since 1926, the ‘Wrights Way’ — our commitment to quality — remains the cornerstone of this new investment.”
The anniversary year will also see the company increase its social investment through school roadshows and charity partnerships with Dougie Mac and Macmillan Cancer Support, ensuring the centenary provides a lasting impact on the community that supported its early growth.
