Warburtons has unveiled its latest wave of product innovation including a new seeded loaf, brioche rolls, and gluten-free flatbread.
The UK’s biggest bakery brand, which is celebrating its 150th anniversary this year, said the introductions to its core and gluten-free ranges were crafted to recognise dynamic shifts in consumer preferences and behaviours.
Addressing demand for gourmet experiences at home are new Brioche Hot Dog Rolls (rsp: £2.50) and Seeded Brioche Burger Buns (£2.85). Described as premium, rich and soft, they are said to be perfect for spring and summer BBQs and family meals. They have been initially rolled out at Tesco stores ahead of a wider supermarket roll out over the next three months.
Helping give gluten-free consumers more choice for both lunch and evening meals are four new variants to Warburtons gluten-free range. These include the Gluten-Free Greek Style Soft White Flatbreads (£3) – available from April at major retailers – along with the Original Farmhouse Loaf, Tiger Farmhouse Loaf, and Super Seeded Farmhouse Loaf (all priced at £2.90), launched this week at Morrisons with more retail listings throughout August and September.
Lastly, there’s the brand-new Seven Seeded Loaf (rsp: £2, 800g) featuring toasted linseeds and sunflowers as well as pumpkin, millet, poppy, chia and sesame seeds. It is available exclusively at Sainsbury’s.
Warburtons chairman Jonathan Warburton noted that 150 years is a significant milestone for the Bolton-based family business. “It’s only fitting that we celebrate by giving our customers more of the quality and innovation they expect from our brand,” he commented. A new Fibre Fix range was launched earlier this year, with Warburtons also updating packaging with new ‘powerful, cohesive visual identity’.
The chairman recently starred in a TV ad with Morgan Freeman, which hinted at a succession plan currently underway to keep family members in the board room.
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