Warburtons introduces protein-packed bakery

Leading wrapped bakery brand Warburtons has bolstered its portfolio with a range of new Protein, loaves, wraps, rolls and thins.

The Protein range uses a blend of pulses and grains to create high-protein products. The company says each one is high in protein and fibre without compromising on taste. The range comprises a Protein Wholemeal 400g loaf, a 4-pack of Protein Wholemeal Rolls, a 4-pack of Protein Wholemeal Thins and a 4-pack of Protein Wholemeal Soft Wraps. Each is available for an RRP of £1.20.

The line is available in the Asda bakery aisle from today (5 September) and will roll out across other key multiple and convenience retailers nationwide throughout the month.

“The launch of Warburtons’ new Protein range builds on the growing number of big-name brands which have brought about a shift in the accessibility of products with added protein  - moving away from only being sold in health food stores and online, and into the mainstream market,” said the company.

Darren Littler, innovation director at Warburtons, added: “It became clear to us that was a real demand for a protein-packed option that tastes just like normal bakery, and our new Protein range makes it easy and convenient for people to enjoy more as part of their daily routine.”

The launch of the new range will be supported by an integrated communications campaign, including a focus on PR and digital.

In August, Warburtons teamed up with Cigi to change the use of pulse flours in bakery.

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