UK bakery group Warburtons has increased the fruit content of its Fruit Loaf in an attempt to appeal to health-conscious consumers.
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The new recipe means one portion – two slices – of Fruit Loaf with Orange counts towards consumers’ five-a-day recommended intake of fruit and vegetables.
Available from mid-January, Warburtons Fruit Loaf with Orange will be relaunched with new packaging to communicate the fruitier recipe.
A “low fat” and “no added sugar” message will also be highlighted, the company said.
“Fruit loaves offer customers a healthier tea-time treat and show the strongest growth year-on-year in the tea break sector with volume sales up 17.3%,” Sarah Miskell, category director at Warburtons, said.
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By GlobalDataNo dedicated marketing will accompany the relaunch, a spokesperson for the company told just-food.
