UK: Warburtons reduces premium pack sizes
Warburtons relaunches rolls as Batch Baked
UK baker Warburtons is reducing its pack size for premium rolls in a bid to appeal to more price conscious consumers.
The company said it is relaunching its Lunch Rolls range and Batch Baked and cutting the pack size from six to four rolls. The group is also reducing its the pack size of its Sub Rolls from three to two rolls.
Warburtons director of innovation Darren Littler said the move came in response to consumer demand for cheaper products.
"Consumer research into our current Rolls offering demonstrated that smaller pack sizes are becoming increasingly relevant to our customers as they offer a reduced price point at a time when shoppers are increasingly looking to spend wisely," Littler commented.
Warburtons Revamps Premium Rolls Offering
-New pack sizes and packaging designs-
Warburtons, the UK's number one branded baker, has re-evaluated its Premium Rolls offering following extensive consumer research.
Available from the end of September 2012, Warburtons is re-launching the Lunch Rolls range as Batch Baked which will move from a 6-pack to a 4-pack and the Sub Rolls range will change from a 3-pack to a 2-pack. The packaging across both ranges will change to paper and film material to communicate the premium positioning.
Warburtons director of innovation Darren Littler explains: "Consumer research into our current Rolls offering demonstrated that smaller pack sizes are becoming increasingly relevant to our customers as they offer a reduced price point at a time when shoppers are increasingly looking to spend wisely. In response to this, we have reduced the pack sizes across our Premium Roll variants to meet these changing consumer needs. The new, premium packaging format will also communicate the quality product offering inside and the new look will increase stand out on shelf.
"The Wrapped Bakery market is currently worth £2.85 billion Nielsen, Total Coverage Value, 52 w/e 18.08.12 and we have ambitious plans to grow this in the coming years. By reducing our pack sizes we hope to encourage impulse purchases and increase rate of sale, thereby driving further value into the Rolls category."
Warburtons 6-pack White Batch Baked Rolls, Stoneground Wholemeal Batch Baked Rolls and Seeds & Grains Batch Baked Rolls will all be available in a 4-pack, whilst the Warburtons White Sub Rolls and Seeded Batch Sub Rolls will be available in a 2-pack. The new rolls will be available across the convenience and multiples sectors from the end of September and priced as follows: · 4-pack White Batch Baked Rolls - £0.90 · 4-pack Stoneground Wholemeal Batch Baked Rolls - £0.90 · 4-pack Seeds & Grains Batch Baked Rolls - £0.90 · 2-pack White Batch Baked Sub Rolls - £0.80 · 2-pack Seeded Batch Baked Rolls - £0.80
Original source: Warburtons
Warburtons has unveiled an ambitious plan for its free-from business. The UK baker intends to double sales of free-from products during 2013. Katy Askew caught up with Warburtons free-from director Ch...
This week saw the debate around the food industry's role in the obesity epidemic come to the fore once again, as the UK Government warned that the industry must do more or face the possibility of legi...
- What US companies might Nomad Foods buy?
- Competition intensifies among UK burger chains
- Challenges for General Mills with The Good Table
- Why investors are concerned about water risk
- Greek crisis: The impact on shopper behaviour
- Just Mayo under fire from US FDA after complaint
- B&G Foods "front-runner for Green Giant"
- FrieslandCampina H1 earnings up despite flat sales
- Mondelez CEO Rosenfeld defends moves on costs
- Hearthside to buy nutrition bar maker VSI
- Management briefing: just-food’s industry outlook for 2015
- Food Flavourings & Colourings (UK) - Industry Report
- Nestle USA, Inc.: Consumer Packaged Goods - Company Profile & SWOT Analysis
- Bakery Market in Japan: Forecast, and Market Analysis 2015-2019
- Probiotic Ingredients Market by Function, Application, End Use, Ingredient, and by Region - Global Trends & Forecast to 2020