Warburtons Toastie Loaf in orange packaging

Source: Warburtons

Warburtons has introduced price-marked packaging (PMP) on its Toastie Loaf for the first time.

The move was inspired after shoppers were found to buy more wrapped bakery products with PMP than the convenience category average, the bakery giant said.

From September, its wax paper-wrapped 800g Toastie Loaf will be rolled out across UK convenience stores including BestOne, Costcutter and Spar with £1.39 price tag.

It will join existing PMP bakery items in the range which includes Wholemeal (£1.29/800g), Half & Half (£1.29/ 800g) and crumpets (99p).

According to the brand, over half of wrapped bakery shoppers purchase a PMP when in store.

“As a family business, we’re committed to putting high quality, fresh products on shelves across the UK,” said chairman Jonathan Warburton.

“Offering our iconic Toastie loaf and crumpets to convenience stores as price-marked packs means these products, that people know and love, will be available at great prices across the country.”

Earlier this month, the bread giant announced it is moving its 800g White Baker’s Bloomer into 100% recyclable packaging.