Warburtons has unveiled an ambitious plan to sell its products in Europe.
The family-owned business has revealed that trials are currently underway via Tesco stores in the Czech Republic, Slovakia and Hungary to support the “growing demand for wholesome and quality wrapped bread across Europe”.
In the long term Warburtons plans to roll out across further European countries.
A recent report from the Food and Drink Federation (FDF) found that UK food and non-alcoholic drink exports grew 13% in the first half of 2011 compared to the same period in 2010.
The products, which have been taste tested to meet local consumer needs, are freshly made in Warburtons owned UK bakeries before being despatched to Tesco stores. It has supplied seven of its best-selling products for the trial and all of these products adhere to local food regulations.
Jonathan Warburton, chairman of Warburtons said: “We have been delivering fresh and nutritious bread to British families for over 135 years and as part of our company’s ambitions, we are proud to announce our aspiration to be on the kitchen tables of all European households in the coming years. We have already seen positive results from these trials and are excited to our roll out plans over the next few months.
“As a fifth generation family business, we have an intimate understanding of the baking industry, the growing demand of UK food exports and consumer need for affordable, convenient and wholesome products.”
The products which are currently on trial are the Toastie 400g loaf, Seeded Batch 400g loaf, Wholemeal 400g loaf, Orange Fruit loaf, Brown Farmhouse 800g loaf, Six Grains & Seeds rolls and English Muffins. Warburtons said the recipes had been adapted to meet the extended shelf-life requirements of the local markets and all of the packaging had also been translated into local languages.