Warburtons is gearing up for the Easter holidays by bringing back its hot cross bun loaf.

The family-run bakery manufacturer has introduced the limited-edition loaf, which will be available until September or while stocks last, with an RSP of £1.52.

Warburtons said the hot cross bun loaf benefits from spring-themed packaging, and offers retailers in their Easter offering as well as maximising on seasonal sales outside the confectionery category.

Darren Littler, director of innovation at Warburtons, said: “Warburtons Hot Cross Bun Loaf allows retailers to offer increased variety at a key time of year when shoppers are looking for seasonal treats. Retailers should take advantage of the Easter occasion through effective in-store merchandising, such as seasonal point-of-sale, which will encourage product uplift and ultimately drive sales.”