Warburtons is rolling out a range of flatbread-style buns baked with ‘premium’ ingredients such as extra virgin olive oil, grains, seeds and honey.

The pre-sliced Bistro Deli Buns are available in Asda from today (5 April) in two flavours – White and Malted Grains & Seeds – ahead of a wider roll-out from next week.

Warburtons described the rolls as “golden baked with an open texture”, and said they would offer shoppers a “more delicious and luxurious way to make a satisfying sandwich”.

“As bakery innovators with more than 140 years’ experience, we’re always looking to develop new products that meet changing consumer needs,” said Warburtons innovations and product marketing director Darren Littler.

“That’s why we’re delighted to expand our popular portfolio of sandwich solutions with the launch of Bistro Deli Buns, a delicious alternative to the sandwich that can be enjoyed by time-poor consumers hot or cold, at home or on-the-go.”

The launch follows a continued slump in sales of ‘sandwich thins’-style products, which were pioneered by Warburtons in 2010.

As reported by British Baker in last year’s Thins, Wraps & Pitta Report, more than £20m was stripped off retail sales of thins in the year to 26 March 2017 – a decline of 20.4% [Kantar Worldpanel]. British Baker subscribers can download the full report here.

The decline has continued in the past year, with sales falling a further £20m to £67.3m [Kantar Worldpanel 52 w/e 25 February 2018].