Warburtons is to introduce two new lines in a bid to offer consumers an alternative to standard sliced sandwich bread. Its Square-ish Wraps and Sandwich Thins will be available from February, and the firm hopes they will appeal to a younger consumer profile.

The white wraps, which can be topped, rolled or folded, will be available in packs of six, and have been launched in response to the increasing trend for wraps, which is currently the fastest-growing area within ’sandwich alternatives’, up 16.9% to £80.2m, said Warburtons. The Sandwich Thins soft sliced flatbreads containing only 100 calories per thin will also be available in packs of six. The firm will be supporting the launches with a £2m marketing campaign in 2011.