Discovery Foods has redesigned its Wrapbread range and introduced a new variant to the market. White plus, the equivalent of ’best of both’ in bread, according to the company, now joins the three other variants in the range multiseed, white and wholemeal. The brand is presented in black packaging, designed to help consumers identify it on the fixture and with information that guides them through the basics of making quick and inspiring wraps, with recipe suggestions on the back of the pack.

The product is marketed under the strapline of ’If you like it in a sandwich you’ll love it in a wrap’ and is supported in-store via point-of-sale at fixtures, trolley-end advertising and shelf-talkers, as well as through a multi-layered marketing campaign.

The Discovery Wrapbreads are already available in the bakery section of selected Sainsbury’s and Waitrose stores.