Warburtons has today launched ‘Shapes’ to bring some fun to children’s lunchboxes. 

Soft and pre-sliced, Warburtons Thins have been cut into vans and cats to provide “parents with a quick and convenient way to liven up lunchboxes”. They are available in packs of six priced at £1.28 and will be sold at Asda, Waitrose and Ocado from today with other retailers soon to follow.

Darren Littler, innovation director, said: “As appetite for sandwich alternatives continues to increase, so too does our investment in this category and this is reflected in the recent additions to our portfolio like Thin Bagels and now Shapes.”

“As market leaders in innovation, we’re looking forward to introducing yet another first-to-market product from Warburtons. The new range of Shapes will bring some excitement to the bakery category, attracting new shoppers to the sector and helping to further drive category growth.”

The launch of Shapes will be supported by a communications campaign with PR and social media activity.
Warburtons was the first brand to launch Thins to market in 2011 with several companies following suit.

We have seen differently shaped products before in Kingsmill’s 2014 Christmas tree crumpets while Asda sold a bunny-shaped version for Easter.