Sarah Miskell, category director at Warburtons, said: “Currently, 28% of bakery is consumed at the in-home lunch occasion and this is growing year-on-year.
Our consumer research told us that shoppers were looking for soft rolls suitable for soup or sandwiches in a variety of flavours, with the assurance of Warburtons’ quality and long-lasting freshness, so this is what we have given them.”
She said the launch also gave the company the opportunity to redesign the packaging on its rolls range to create greater impact on-shelf. Sliced Rolls and Premium Rolls packs now have new-look packaging so consumers can identify the quality and type of roll more easily.
Warburtons’ Lunch Rolls are available in packs of six, with an RRP of £1.10. The launch will be supported with consumer PR and throughout National Bread Week, from 4-10 May.