Warburtons has further diversified its product range with the unveiling of Crumpet Thins.
The company said its latest innovation is made with the same high-quality ingredients as its original crumpets, ‘just thinner’. At 61 calories per crumpet, the product offers a lighter alternative for breakfast or a snack. A standard Warburtons crumpet comes in at 97 calories.
Packs of eight Crumpet Thins (rsp £1.65) have been exclusively available at Morrisons since 3 April, and will be rolled out at other retailers including Tesco (17 April), Iceland (18 April), Co-op (19 April), and Asda (27 April).
Crumpets, according to Warburtons, are the biggest category in bakery snacks shifting over 155m units per year.
The business said it has sold more than 100m packs of its original or giant crumpets in the past 12 months alone, topping the market with a 66% value share. It also heralded its inaugural National Crumpet Week in November last year – an annual celebration of the baked good.
“Consumers are always looking for new ways to enjoy our products so, when looking at the market, we found a need for lighter options which still delivered on great taste,” said Warburtons chairman Jonathan Warburton. “Our existing Thins and Thin Bagel ranges have been booming since their launch, so we knew the demand was there.”
Warburtons launched its thins range in 2011 with a sandwich alternative, followed by the bagels in 2015. The range was further extended earlier this year with 21 Seeds & Grains Thin Bagels that include sunflower seeds, brown linseed, jumbo oats, malted rye flakes, sesame seeds and more.
The firm has invested heavily in the concept with an £18m new thin bagels line at its Stockton bakery, which became operational last year. This investment was accompanied by an £8m spend on a new crumpet line.
“We also know crumpets are the top snack for many people across the UK, whether that’s for breakfast or an afternoon pick-me-up, so it was a no brainer for us to have some fun with our signature recipe and bring the nation Crumpet Thins,” added the chairman.