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.