Warburtons has extended its portfolio with Belgian Waffles and Sesame Bagel Thins.
The Bolton-based bakery giant said its latest products help widen the selection in the bakery occasions category, which has grown by over 20% since 2020 due to favourites such as crumpets, thin bagels, and pancakes.
Available in varieties of Choc Chip and Pearl Sugar, the new Belgian waffles have been introduced off the back of an upward trend in waffle (and dessert) shops on the high street, noted Warburtons. This had translated to a boost in waffle sales at retailers, with 50m units sold in the last 12 months and nearly one in five (18%) households now enjoying waffles at home [Nielsen Total Coverage data to 12 June 2024 and 25 February 2024, respectively].
The waffles come in either a four pack (individually wrapped) or in single-serve portions, granting consumers the option to eat them at home or on the go. They make a delicious morning treat or snack, to be enjoyed warmed up with a topping or eaten straight from the pack, added Warburtons. They are being rolled out at Tesco, priced at £2.50 for the multipack or £1.15 for each individual pack.
Other brands have also rolled out Belgian waffles at UK retailers include butter and chocolate chip versions from St Pierre and frozen toaster waffles from Griddle in original and blueberry flavours, which are vegan and HFSS-compliant.
Meanwhile, Warburtons heralds the success of its Thin Bagels range – including Original, Cinnamon & Raisin, Protein, and 21 Seeds & Grains varieties – which has seen 26% growth over the past two years to hold a 74% market share [Nielsen data to 13 July 2024].
Its new Sesame Thin Bagels are boiled then baked for authentic taste and texture before topping with sesame seeds. The fluffy bagels are said to be a source of protein and are pre-sliced to be enjoyed as they are or toasted.
The bagels (rsp: £1.75 for a six-pack) are on now on shelves at Tesco and Morrisons, and will be launching at Asda on 22 September with Sainsbury’s following next month.
“Consumers are always looking for new ways to switch up their mealtimes so providing consumers with new, exciting products is really important to us,” commented Warburtons chairman Jonathan Warburton.
“Waffles have become incredibly popular and these are particularly delicious, as a treat breakfast or snack, if I do say so myself. The extension of the Thin Bagel range with Sesame Thin Bagels is a no brainer – a hugely popular product already, this classic variation is a very welcome addition,” he added.
Last month, Warburtons extended its Protein range with Soft Pittas and Flatbreads, having introduced Gluten Free Soft Pittas back in April.
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