UK: Warburtons moves into snacking category

By: just-food.com | 19 February 2010

Warburtons ChippidyDooDaa range

UK baker Warburtons is to enter a new category with the launch of a range of "premium" snacks.

Available from 15 March, the range will comprise lines including ChippidyDooDaa Pitta Chips and SnackaDoodle wholegrain snacks.

“The snacking category is one of the few categories that has remained resilient throughout the challenging economic climate. Consumers have increasingly chosen to spend their money on inexpensive treats instead of larger purchases such as white goods or holidays,” the company said.

The Warburtons ChippidyDooDaa range is available in four flavours and two pack sizes. The 40g single serve packs are available in Mature Cheese and Spring Onion; Chilli Jack, and Sea Salt and Malt Vinegar and have a MRRP of GBP0.64 (US$0.98), while 150g sharing packs are available in Mature Cheese and Spring Onion and Sea Salt and Cracked Black Pepper with a MRRP of GBP1.79.

The chips are, the firm said, a “healthier alternative” to crisps and tortilla chips and contain 60% less fat than standard potato crisps.

SnackaDoodle are made of 70% wholegrains and are available to buy in both a 20g single serve pack with a MRRP of GBP0.53 and a six-pack with a MRRP of GBP2.20, in a choice of two flavours - Cheddar Cheese & Onion and Sweet Chilli.

Warburtons is investing over GBP1m in marketing support for the launch with activity including digital, trade and consumer advertising as well as in store activity and PR.

Chairman Jonathan Warburton added: “Although we remain dedicated to bakery, moving into the snacking category is a really exciting step for Warburtons."

Officials at Warburtons could not be reached for comment as just-food went to press.

Sectors: Bakery, NPD & innovation, Retail

Companies: Warburtons

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