Warburtons hopes to revolutionise traditional “on toast” suppers by launching a giant version of its crumpets.
The Giant Crumpets expand the diameter of the regular version from 90mm to 130mm and are intended to take a range of toppings including eggs, bacon and spinach. They are being sold in packs of two for an rsp of 69p across a wide spread of retailers including Asda, Morrisons, Sainsbury’s and The Co-operative.
Despite the change in intended use, the crumpets retain the same texture, flavour and thickness as the regular product, said Warburtons.
Darren Littler, Warburtons’ innovation director, said: “As shoppers continue to face increasing time-pressures, we understand the need for quick and easy meal time solutions and we’ve answered this demand with our new first-to-market Giant Crumpets.
“Continuing our role as market leaders in innovation for bread and bakery, we are consistently looking to invest in new and exciting products that both our existing customers will love and new shoppers will enjoy.
With our standard crumpets firmly holding their place as a number one selling product nationwide, the best has just got bigger.”