Preview: Matthews Cotswold Flour Enjoys Category-Leading Sales Growth and New Tesco Listings

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25 Sep 2025

Matthews Cotswold Flour Enjoys Category-Leading Sales Growth and New Tesco Listings

Matthews Cotswold Flour, Britain's leading speciality flour producer, will now have its flour on the shelves in 26% more Tesco stores as a result of its category-leading sales growth. Sales of its five flours available in Tesco have grown by nearly 20% year on year, outperforming other flour brands.

Bertie Matthews, eighth generation Managing Director of family business Matthews Cotswold Flour, says: “We pride ourselves on quality and consistency and being on the shelves in Tesco has allowed us to put our outstanding products in the hands of new customers. The sales have demonstrated that once they try our flour, they love it and keep coming back for more.”

Bertie continues: “The past year has been a whirlwind for us with appearances on Prue Leith's and James Martin's ITV shows, as well as Amazon Prime's Clarkson's Farm. This has all helped raise our brand recognition and Tesco has made it easy for new customers that have seen our television appearances to find our flour in store. We are delighted that our near 20% growth in sales has led to a significant expansion in the number of stores where our flour will be made available.”

The five flours sold in Tesco stores are Strong White, Strong Wholemeal, Cotswold Crunch, Eight Grain and Churchill. Matthews Cotswold Flour has long advocated for regenerative farming practices, which prioritise soil health, biodiversity, and carbon capture. Through its Cotswold Grain Partnership, Matthews Cotswold Flour works closely with local farmers to ensure they adopt practices that protect the environment. They also help identify specialty grains and diversification options that allow farmers and soil systems to thrive. Their aim is for all their flours to be wholly produced from regeneratively farmed grains in the next ten years.

Editor's Notes

Images available here.

The two hundred year old family business, Matthews Cotswold Flour, is Britain's leading speciality flour producer boasting a range of over 100 varieties of flour and providing an unrivalled choice for both amateur and professional bakers. Matthews Cotswold Flour is committed to supporting regenerative food sources, developing an unparalleled range of top quality, award-winning, products and inspiring, educating and partnering with the nation's artisan and home bakers.

Heritage: With a milling legacy spanning eight generations, Matthews Cotswold Flour is one of the UK's oldest family-run flour mills. Trading grain and milling flour in the heart of the Cotswolds since the 1800s, the mill believes passionately that their local partnerships, traditional stoneground milling methods and premium grains make for better baking. They are proud to offer premium quality Organic and Stoneground Wholegrain flour, using grain from local farmers and time-honoured milling techniques. With an eye to the future and wanting to share their wealth of milling experience, Matthews Cotswold Flour is launching a New Generation Milling Apprenticeship programme that encourages and supports the next generation of millers.

Regenerative Farming: Through their local Cotswold Grain Partnership and a system of fair trade pricing, Matthews Cotswold Flour works with farmers to grow in a regenerative way that protects the soil and develops wildlife. They are supporting the Regenerative Revolution on farms around the country and promoting a more diverse agricultural landscape that supports soil health and different grain varieties. By giving back some profits to the farmers, Matthews Cotswold Flour is able to support new regenerative farming practices as they work to increase regenerative farming practices across all their suppliers.

Product Range: Matthews Cotswold Flour is Britain's leading speciality flour producer supplying a range of over 100 varieties to professional and home bakers through its online shop and retail and wholesale outlets. It is proud to work with Britain's best bakers (as voted by the British Baking Awards). Its product range offers a huge selection of artisan flour including unique blends of ancient and heritage grains. Matthews maintains one of the strictest grain selection methods for their specialty flour. By only selecting the top one percent of grain they ensure quality and consistency for master and home bakers across the country.

Baking Community: The Cotswold Flour Baking Club was set up by Matthews Cotswold Flour to inspire a new generation of bakers with recipes, tips, videos, events, and collaboration with master bakers across the UK. Anyone can join this rapidly growing community and enhance their baking journey. By sharing knowledge, ideas, inspiration, and stories The Cotswold Flour Baking Club aims to create an incredible baking experience for all its members.

For more information, an interview with Bertie Matthews, samples, recipes and images please contact Kath@rawfoodanddrinkpr.co.uk.