JJ Foodservice has added Simit – a circular bread with sesame – to its own-label bakery range, aimed at adding interest to traditional sandwich menus at home.

Simit is a traditional Turkish food that hails from the city of Istanbul that dates back to the sixteenth century.

JJ is backing the launch with a social media #SimitSmiles campaign, asking people how they enjoy theirs with an exclusive price of just 99p per pack of four.

In addition to the new bread product a new range of ‘Boreks’ – Turkish-style savoury pastries – have been launched in cheese, potato and spinach & cheese varieties.

Middle eastern sweet dessert Baklava – made with chopped nuts and filo pastry, traditionally served with ice cream – is also being added to the own-label range.

All products are frozen and can be oven-baked and enjoyed warm or at room temperature.

“We want consumers to send us their favourite fillings to help celebrate Simit,” said chief product officer for JJ Foodservice, Sezer Ozkul.

“The new range is perfect for picnics and sharing occasions at home. In foodservice, they will also add interest to café and sandwich shop menus.”

Find out more about the new Simit, Borek and Baklava ranges by clicking here.