Warburtons has expanded its range of wrapped breads with a Wholemeal Toastie loaf.

The loaf, according to Warburtons, has a fuller flavour recipe for those who prefer a stronger wholemeal taste. It is described as soft but strong and thickly sliced and has an RSP of £1.55.

The Wholemeal Toastie builds on the success of the Warburtons White 800g Toastie Loaf which is the UK’s number one wrapped bread product, selling 97m units in the past year, according to Nielsen data for the 52 weeks ending 31 December 2017.

“As bakery innovators with more than 140 years’ experience, we are continually looking for ways to expand on our best-selling ranges,” said Darren Littler, Warburtons innovation and product marketing director.

“That’s why we’re delighted to launch the new Wholemeal Toastie Loaf, which offers consumers a new way to enjoy our much-loved Toastie loaf with an even fuller flavour. The loaf is soft but strong, which means that it’s perfect for buttering and a great way to enjoy the perfect slice of toast.”

The NPD comes just a few months after the brand introduced its first wrapped bloomer – Lancashire’s Thorough Bread which has a “thicker slice profile” and is “full of flavour and aroma”, according to the company.