Warburtons adds to Toastie range with sourdough loaf

Warburtons has expanded its thick-sliced Toastie range with a sourdough variant.

The Bolton-based bakery said the NPD brings the “distinct flavour of sourdough to the mainstream wrapped bread category” at an affordable price. The 800g loaf is available in Asda and Iceland with an rsp of £1.75.

Warburtons’ regular 800g Toastie loaf is currently selling for around £1.05 in the major supermarkets.

According to the list of ingredients, the special edition Toastie with Sourdough contains 3% dried sourdough.

“Consumer demand for sourdough is a trend that shows no sign of slowing down – and this, with the quality and freshness you get from Warburtons, is perfect for people looking to try sourdough for the first time,” said Darren Littler, Warburtons innovations and product marketing director.

It comes after the brand unveiled a trio of sourdough loaves in May, designed to tap rising demand for artisan bread. The line-up comprises a White with Sourdough, Malted Grain and Multi Seeded.

Premium NPD has been a focus for the brand in recent months as it has also rolled out Bistro Brioche Burger Buns in May and high-protein wraps in super seeds and beetroot variants.

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