Warburtons has launched a new price-marked pack for its line of sandwich pittas, targeted at the convenience store market.

The range includes a white variety, which has been made exclusive to the convenience sector for four weeks starting 5 November, alongside a brown variant, due to launch on 30 December. Both products will include a price point of £1 marked on front of packs.

Martin Baptie, category strategy controller at Warburtons, said: “The launch of Warburtons’ sandwich alternatives range, including our pittas, has driven overall growth in this sector more than any other brand, helping to satisfy shopper needs and growing bakery category sales.

“Our new price-marked packs are designed to help retailers increase sales by ensuring a positive price perception with shoppers, giving them the confidence that they are getting good value for money during these difficult economic times.”