Warburtons is partnering with Morrisons for the fourth successive edition of the ‘Ask for Ellen’ initiative, this time with a variety of toppings offered together with free toasted crumpets.
The summer giveaway once again aims to alleviate holiday hunger and ease the financial strain on parents while kids are off school. Previous editions were held during the Easter break, and the October half term and summer holidays last year.
Running from 5 to 25 August, both adults and children visiting any of Morrisons’ 397 cafés across the UK can simply ‘Ask for Ellen’ to receive a free portion of crumpets, no questions asked, while stocks last. 100,000 portions of crumpets are being made available nationwide, bringing the total donated since the scheme’s launch last summer to 400,000.
This summer, people can also choose from five options of crumpet toppings including the usual jam and butter, as well as marmalade, honey, banana, chocolate spread, and maple-flavoured syrup.
An online survey conducted by YouGov on more than 2,000 adults earlier this year found half of the respondents (50%) saying butter was their preferred topping for crumpets. Jam came in second with 9% of the responses, while chocolate spread got 5% and honey, 4%.
“We are thrilled to collaborate with Warburtons to bring this fantastic campaign to life once again,” commented Chris Strong, Morrisons Café senior buying manager. “Whether you’re a traditional butter fan or prefer some chocolate spread on your crumpets, we’re excited to introduce five additional tasty toppings this summer so everyone can enjoy their favourite.”
The initiative is named after Ellen Warburton, who co-founded the Bolton-based business with her husband Thomas back in 1876. Now run by fifth-generation family members, the bread giant says it is passionate about supporting charities, which it does through its Warburtons Foundation. This has helped donate over five million bakery products to schools and food banks over the past five years.
In its most recent financial results for the year ended 30 September 2023, Warburtons reported its highest operating profits in seven years (£32.5m) thanks to a recovery of input cost inflation and strong cost management. Revenue soared from £605.7m the previous year to hit £711.3m, driven by strategic partnerships and new product introductions such as Crumpet Thins and Soft Naans.
This year, Warburtons has continued a focus on expanding its gluten-free range, launching Gluten Free Soft Pittas in April which have gone on to be named a finalist for Free-from Bakery Product of the Year 2024.
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