Big business wins out as Pret forces bakery to change Bread A Manger name

By Robert Firth, Local Democracy Reporter

A bakery called Bread A Manger has changed its name after a sandwich giant complained its brand was too close to its own.

Owners Fouad Saber and Bertrand Kerleo renamed the shop, in Market Place, Bermondsey, Bread and Macaroon last weekend after mega chain Pret A Manger – which roughly translates as “ready to eat” in French – sent a letter to the artisan bakery ordering it to change its name at the end of February.

The sandwich chain said the shop’s name was too similar to its own and sold similar products, like coffee.

But Mr Saber and Mr Kerleo, who opened the bakery in May 2020, said their small French-style bakery was nothing like the British sandwich giant, which employs more than 10,000 people.

Speaking at the bakery on March 31, co-owner Mr Kerleo said the shop had updated its sign last weekend.

He said: “We had to change our name. For now we just follow the lawyers. We just change our name last weekend. It’s finished now.”

Mr Kerleo added that the bakery was yet to update its website, which still uses the old Bread A Manger name. Earlier in March, co-owner Mr Saber said Pret had ordered himself and Mr Kerleo to change the bakery’s name and logo, as well as hand over its website domain.

Mr Kerleo said he was worried about the lack of customers stopping by the bakery in recent weeks.

He said: “There’s no-one. It’s the end of the month. People haven’t got the money. Everybody says to me ‘don’t worry chef, it’s going to pick-up.

Owners, Mr Kerleo and Mr Fouad, set up Bread and Macaroon during the first lockdown after losing their jobs.

The French duo met while working at Borough Market bakery Bread Ahead.

A Pret A Manger spokesman said: “We’re grateful to Fouad and the team for working with us to resolve this issue. We wish the business all the best for the future.”

Pictured top: Bread And Macaroon co-owner Bertrand Kerleo in front of the new sign (Picture: Robert Firth)