Warburtons is relaunching its Traditional Breakfast Bakery Occasions range, ready for the New Year. Various products such as its Crumpets, Pancakes and Potato Cakes will be rolled out with new packaging this month. The company has aimed for a more contemporary packaging design.

"This new design across the range will improve stand-out on shelf and help to drive impulse sales in this high performing sector," said Sarah Miskell, category director at Warburtons.

"The Breakfast Bakery Occasions sector has demonstrated a strong value growth of 18.2% year-on-year and the top performer in Traditional Breakfast remains crumpets, of which Warburtons Crumpets have shown a 52.5% value growth in the last year."