Warburtons has increased distribution of its first wrapped bloomer – Lancashire’s Thorough Bread.

The soft white bloomer is rolling into select Tesco stores with an RSP of £1.56. It has been available nationwide in Asda since November and Warburtons described it as having a “thicker slice profile” and being “full of flavour and aroma”.

Thorough Bread’s launch follows the growth of challenger brand Jacksons and the recent relaunch of Roberts Bakery, which rolled out a wrapped Seriously Seeded Bloomer last year.

Discussing the inspiration behind the NPD, a Warburtons spokesperson told British Baker: "We originated in Lancashire and still hold our northern roots dear to our hearts. The launch was more about the chance to take on Jackson’s Yorkshire Champion Loaf with our Lancashire Thorough Bread – a fantastic quality, great-tasting loaf.”

While this is the first wrapped bloomer for the core Warburtons brand, a 400g Artisan Tiger Bloomer is available as part of the Warburtons Gluten Free range.

The NPD celebrates Warburtons’ heritage and shows off a lighter side – the packaging features a winking horse. “The design and name is meant to stand out and cause a bit of disruption on shelf,” added the spokesperson. “As a business, we don’t take ourselves too seriously and the name is a lighthearted play on words.”

Warburtons invested in new tins for the NPD in order to get “an authentic bloomer shape”.

Roberts Bakery also had to invest in bespoke tins for its bloomers alongside modifications to its existing lines to deal with the paper bagging as well.

The Northwich-based bakery said it was “very happy” with sales of its four-strong bloomer range so far, which is now widely available in Morrisons, Asda, Tesco, Co-op and Spar.

“We knew there was a gap in the market for a modern artisan bloomer to challenge existing bloomer ranges with refreshingly good, tasty toppings. We have taken this authentic, paper-wrapped, premium approach and consumers have given us great feedback on quality and flavour,” said Stuart Spencer-Calnan, managing director of Roberts Bakery. “The artisan bloomer is widely perceived as a healthier, less processed bread.”