UK baker Warburtons has extended its bread roll range and revamped the packaging across all existing products.
 
Warburtons Lunch Rolls comprise 'premium' rolls available in three varieties - White, Wholemeal and Grains & Seeds - and will be available to retailers from early March. 

The new look packaging has been designed to "maximise standout on shelf", the company said today (23 February) and to present consumers with a "complete rolls range".

Sarah Miskell, category director at Warburtons, said: "We are thrilled to launch our new Lunch Rolls range. Currently 28% of bakery is consumed at the in-home lunch occasion and this is growing year on year. Our consumer research told us that shoppers were looking for soft rolls suitable for soup or sandwiches in a variety of flavours … so this is what we have given them."

Warburtons Lunch Rolls will be available in packs of six with an RSP of GBP1.10 (US$1.60). The launch will be supported with consumer PR throughout National Bread Week, which takes place between 4 and 10 May.