Warburtons is targeting families with its redesigned packaging for its Milk Roll children’s loaf.

Launching this month into convenience and multiple food retailers (MSRP £0.96), the bread manufacturer has created a child-friendly design and has included on-pack information about the health benefits of the loaf, including ‘with calcium for healthy teeth and bones’.

Darren Littler, director of innovation at Warburtons, said: “Shoppers are increasingly looking for healthier options and this is of particular importance to parents who are under pressure to ensure their children are willing to eat the food they provide, while also making sure it’s good for them. The new Milk Roll packaging helps shoppers see the benefits of the product on-shelf and make the decision to purchase.

“By revamping the packaging we aim to strengthen the product’s appeal with existing audiences, as well as drive trial with new consumers to gain incremental sales.”

The new packaging also features such messaging as ‘soft round white bread’ and ‘perfect for lunch boxes’.