Warburtons, which was exhibiting at the Convenience Retailing Show from March 1-3, revealed to British Baker that it is targeting the foodservice sector for the first time, working with FusionFSM, a firm that offers a strategic service for suppliers interested in entering the market.

FusionFSM’s MD Peter Green told British Baker: "We carried out a survey for Warburtons in relation to foodservice to find out the opportunities. There is good interest in their core range of products, such as sliced bread as well as fruited loaves and hot cross buns.

"As a result of the study, we are representing them in the areas of hotels, contract caterers and wholesalers. We will gauge reaction as we progress."

Green said that, initially, he approached the company last May and held a number of meetings. The decision to go ahead with the project was taken last month (February) with the support of Warburtons’ new business director Jason Uttley.

l Warburtons is also launching a Bread and Milk Guarantee scheme for convenience stores, with point-of-sale material such as shelf wobblers, posters and window stickers, all telling consumers that the store guarantees to stock milk and Warburtons bread at all times of the day. Should either not be available, the customer is given a voucher enabling them to collect them for free the next day.