UK baker Warburtons has extended its Half & Half bread offering with the launch of a medium loaf.

Half & Half Medium joins Warburton’s Toastie loaf launched last month. The baker said it is hoping the launch will drive further growth in the half and half sector, which currently occupies an 11.2% value share of the wrapped bread market.

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Warburtons has a 29.7% value share of this sector and the company said it aims to grow the overall category as well as driving bakery consumption with the launch by appealing to parents seeking to “balance their childrens’ need for tasty options with their own desire to ensure they are eating healthily”.

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