Warburtons has entered the frozen market for the first time with the launch of two toasties created as part of an exclusive partnership with Food Brands Now.
This collaboration marks the first time Warburtons has extended its brand into licensed products, representing a significant milestone for both businesses.
The toasties, which are made using Warburtons Thick Toastie Loaf, are:
- Warburtons Cheese Toastie – a classic cheese filling encased in Warburtons signature bread with a cheesy top. It can be microwaved in three minutes and 30 seconds
- Warburtons Club Toastie – a layered chicken and bacon sandwich with a cheesy top. This can be heated up in five minutes in the microwave.
They are available now across the Iceland and Food Warehouse estate. Both products will launch with an RRP of £3.50, supported by a strong promotional mechanic of 3 for £10.00, offering ‘excellent value while maintaining premium brand positioning’, Warburtons said.
“Our fifth generation family business has been dedicated to making the best bakery for families across the country for 150 years,” said Warburtons chairman Jonathan Warburton. “We are really proud to be working with Food Brands Now to create this exciting new range of products on our much loved Thick Toastie loaf, to give consumers an great new option for lunch.”
Food Brands Now was launched late last year by former Iceland Foods head of licensing and innovation Oliver Gilding. It claims to be the UK’s first food-focused brand licensing agency, partnering with leading brands to create, develop and launch licensed food and drink products across retail and foodservice. A recent launch saw pan-Asian food brand Blue Dragon launch a six-strong range of chilled meal bowls.
Commenting on the latest partnership, Gilding said: “Warburtons is one of the most loved and trusted brands in the UK, with an incredible heritage and reputation for quality. We’re incredibly proud to be partnering with them on their first step into licensing.
“This range brings together the strength of the Warburtons brand with real consumer demand for high-quality, convenient meal solutions.”
He added that the frozen toasties are “just the start of what we believe is a hugely exciting journey”.
Warburtons isn’t the only bakery brand to utilise its bread for branded toasties. In 2024, Jason’s Sourdough ventured into the category via a partnership with Around Noon. The range, which includes Ham Hock & West Country Cheddar and Tangy & Mature Three Cheese toasties, secured listings in Tesco the following year.
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