Bakkavor is stepping up a year-long recruitment push to meet what the UK-based private-label supplier said is continued “increasing demand” for its range of products.

The company, which produces fresh prepared foods including ready meals, pizzas and soups, said it is now recruiting for 100 new members of staff “as part of a larger recruitment drive” that began last year.

The announcement came after Bakkavor said in September it was looking to employ 40 staff in domestic, full-time roles.

A Bakkavor spokesperson told just-food the company is continuing recruitment “to meet higher demand from our customers, particularly in categories such as fresh meals, pizzas, salads and desserts”.

The spokesperson said: “Over the course of 2016, we have invested significantly across the portfolio of our Bakkavor businesses to support growth, with over GBP44m (US$55m) in group capital investments from January to September, and intend to maintain this level of investment over the next year.”

Bakkavor has invested in its Newark facility in Nottinghamshire “to increase capacity and strengthen our desserts capabilities”, the spokesperson said. “Our soups and sauces business in Spalding has benefited from increased volume demand with new and existing customers, we are now looking to fill roles in other parts of the group where resource is needed.”

In May, Bakkavor indicated that it would “accelerate” its capital investment programme having booked higher earnings for the first quarter of the year.

In August, Bakkavor reported an acceleration in its like-for-like sales in the second quarter, which supported increasing half-year sales and profits.