Rivermill Foods has revealed plans to expand its offering of WeightWatchers bread products in the UK in a move that it believes will add value to the healthy bakery category.
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The company, which produces WeightWatchers baked goods under licence, is introducing six new bread products, taking the portfolio from three to nine products.
“It is an investment that has been in the pipeline for 12 months,” Andrew Chesters, Rivermill MD, told just-food today (17 November).
“Adding value to products in the bakery category is not the easiest thing. We have achieved it in two ways – we are offering lower WeightWatchers points versus the market and a high-fibre option in the range.”
Chesters said that, while the company is not involved in determining shelf prices, it is understood that the products will be available for GBP0.89-GBP1.29 (US$1.34-$1.94).
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By GlobalDataHe added that the range would add “significant value” to the existing GBP20m-plus healthy bakery category that has been developed by the likes of Warburtons, who also produce WeightWatchers baked goods under licence.
WeightWatchers is planning to invest GBP9m in brand marketing during January and February, a “peak” trading period for the better-for-you category.
