Warburtons adds premium product to fruit loaf range

Warburtons has added a premium 400g loaf to its fruit loaf range.

Rolling out to Tesco, Sainsbury's, Asda and Waitrose from next week, the Fabulous Fruit Loaf has a recommended retail price of £1.99 versus the £1.55 RRP of the brand’s other fruit loaves.

Containing cranberries, raisins, currants and sultanas, it is described as having taller, thicker and softer slices and “is perfect for eating fresh from the pack or for toasting”, according to the company.

“We always want to bring excitement to the category and deliver delicious products that cater to current consumer trends,” said Warburtons innovation and product marketing director Darren Littler.

“Our new Fabulous Fruit Loaf not only allows existing fruit loaf consumers to trade up for a premium fruit loaf, but also allows us to engage a younger audience who may typically enjoy a fruit toast in a coffee shop.”

Other products in Warburtons’ fruited range include: teacakes, a raisin & cinnamon fruit loaf, and a fruit loaf with orange.

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