Warburtons has added Soft Pittas and Flatbreads to its Protein range.
They’re baked with a blend of pulse flours and linseed to offer eight grams of protein per item, said Warburtons which added that both products are also high in fibre and vegan-friendly. They will hit the shelves of Tesco and Iceland stores from 2 September, with roll out in Co-op, Asda, Morrisons, and Sainsbury’s later that month.
The Protein Soft Pittas have a soft and fluffy texture and can be warmed in the toaster, or enjoyed cold. This creates a convenient and versatile addition that works as part of almost any meal, claimed Warburtons, adding that they are perfect for filling, dipping or enjoyed toasted on its own as a snack. Priced at £1.50 for a pack of four, the Protein Soft Pittas come in at 151 calories each.
The Protein Flatbreads, meanwhile, are said to be packed full of flavour and come pre-sliced for convenience as a sandwich carrier or meal accompaniment. They are also available in packs of four (rsp: £1.75) and contain just 147 calories each.
The Bolton-based bakery giant noted that, over the last few years, consumer interest in protein-rich products has increased considerably. It pointed to the Waitrose Food & Drink Report 2023-24, which revealed one in three shoppers were now actively looking for foods high in protein.
In line with the health trend, the manufacturer has seen demand continue to grow for its existing protein range including Protein Thin Bagels and the more recently launched Protein Power Loaf – volume sales rose by 33% and 124% respectively (latest 12 weeks vs last year).
Warburtons said it has also become the number one pitta brand in the UK following the success of its Soft Pittas range. This includes white and wholemeal varieties, first debuted back in 2021, and the gluten free version unveiled in April this year, which has gone on to be named a finalist for the Free-From Bakery Product of the Year category in the Baking Industry Awards 2024.
“Bakery is an essential part of a healthy balanced diet, and providing consumers with new, exciting products, with additional nutritional benefits is really important to us,” commented Jonathan Warburton, chairman of Warburtons. “We have seen our existing Protein range grow in popularity over the last 12 months and our new products, which taste great (if I do say so myself), will offer consumers even more choice, great quality, and eight grams of protein in each one.
“Introducing Protein Soft Pittas and Protein Flatbreads to our Protein range further illustrates our commitment to innovation and our desire to exceed consumers expectations in the quality, taste and offering of our products,” Warburton added.
Inflation easing has seen operating profit almost triple at the UK’s largest bakery brand, with strong volumes supporting a 17.4% increase in turnover as reported in its annual results filed to Companies House in June.
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