Warburtons has extended its Half & Half range of bread products with the launch of a new medium-sized loaf.

The bread manufacturer said the new bread loaf, which contains a blend of white and wholemeal flour, joins the Half & Half Toastie loaf, which launched into UK grocery and wholesale channels last month.

Darren Littler, director of innovation at Warburtons, said: “With consumers increasingly looking for healthy options, our Half & Half range of loaves can help retailers capitalise on this healthy eating trend and drive further growth in this category

“We have taken packaging cues and colours from our much-loved wax packaging for loaves to allow consumers to recognise our presence in this sector, coupled with a clear name describing the product. With all the taste of white bread yet providing additional nutritional benefits of the wholemeal flour included, this range is ideal for catering to those shopping for families with children for breakfast and lunch.”

Warburtons said it was hoping to maximise on the half-and-half sector, which currently accounts for 11.2% of the total wrapped bread market with a value of £197m, according to research from Nielsen (total coverage value and unit sales, 52 w/e 15/09/2012).