Warburtons has launched two new premium unsliced wrapped loaves on to the market. The new 600g loaves are available in Tiger White and Tiger Brown varieties and have been launched to enable retailers to take advantage of the popularity of in-store bakery products.

"Following the recession, research has shown that many consumers have stopped buying in-store baked loaves and simply purchase longer-lasting wrapped bread," commented Caroline Kellett, customer category manager at Warburtons. "Warburtons’ unsliced loaves offer all the taste and quality of in-store baked bread, but with longer-lasting freshness, which will appeal to consumers and drive them back into the category, offering retailers additional sales opportunities."

RSP: £1.19