Warburtons has added to its Half & Half range of bakery goods with the launch of new soft rolls.

The bread manufacturer’s ongoing expansion of the range, which saw the addition of a new medium-sized loaf last November, sees the new eight-pack of pre-sliced rolls being made available throughout the convenience and grocery multiples sectors in early 2013.

The launch of the Warburtons Half & Half Rolls, which contain a mix of white and wholemeal flour, is being supported with TV advertising during the next few months.

Darren Littler, director of innovation at Warburtons, said: “Consumers continue to demand products that deliver on both their taste and nutrition needs, so the expansion of the Half & Half range will help retailers capitalise on this trend and the growth in the Half & Half sector. 

“Combined with the Half & Half Toastie and Half & Half Medium loaves, our new Half & Half Rolls provide more choice within the range and are ideal for a nutritious lunchbox.”