Warburtons gets snack happy

19 February, 2010

Warburtons has announced it is moving into the snack market with the launch of two new ranges – ChippidyDooDaa Pitta Chips and SnackaDoodle Wholegrain Snacks.

Known for its bread products, Warburtons said its presence in a new category will provide retailers with more opportunities to increase sales by capitalising on existing brand loyalty.

“Although we remain dedicated to bakery, moving into the snacking category is a really exciting step for Warburtons,” commented Warburtons chairman Jonathan Warburton.

“We are thrilled to have developed two ranges that consumers tell us are a great fit with what they want from a snack – great taste, convenient, crunchy, and easy to share or eat on their own.”

The ChippidyDooDaa range of Golden Baked Pitta Chips are twice baked and will be available in four flavours and two different pack sizes.

Mature Cheese and Spring Onion; Chilli Jack; and Sea Salt and Malt Vinegar variants will be available in 40g bags. Mature Cheese and Spring Onion and Sea Salt and Cracked Black Pepper will be available in 150g sharing bags.

The SnackaDoodle wholegrain snacks are made of 70% wholegrains, including – whole wheat, whole corn, whole rice, whole oat and whole barley. They will be available in a 20g single-serve bag, and a six-pack multipack in Cheddar Cheese & Onion and Sweet Chilli flavours.

The ranges, which will be available from 15 March, will be supported by a £1m launch campaign, to include advertising, in-store activity and the launch of two new websites – www.chippidydoodaa.co.uk and www.snackadoodle.co.uk.








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