Warburtons moves into cake market

04 December, 2013

Warburtons has launched its first cake products, a range of four sweet treats, exclusively in Waitrose.

The cakes are available in four varieties: lemon slice, millionaire’s shortbread, chocolate brownie and Bakewell squares, and are packaged in boxed of four individual portions.

They will be sold exclusively in Waitrose for six months, before Warburtons will look to roll them out to other retailers.

The cakes will initially be baked by another firm near Warburtons’ headquarters in Bolton.

If successful, the company has said it will look to make the cakes itself. In October, Warburtons announced a £5m marketing campaign for autumn. Focusing on its Half & Half sandwich alternatives, the campaign featured Alistair and Jonathan Brownlee, Olympic triathlete champions, as ambassadors for the range.

The firm said the new range was part of Warburton’s continued commitment to growth and diversification.

Jason Uttley, commercial director at Warburtons, said: "The launch of our new cakes range demonstrates our long-term commitment to innovation and diversification and is testament to our 137 years of baking expertise.

"We identified a gap in the market for high quality ‘coffee shop’ cakes and the initial consumer feedback has been very positive. We’re excited about the opportunity that lies ahead but will review the success of the trial before we extend to other retailers." 





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