UK baker Warburtons has unveiled plans to relaunch its traditional breakfast range this month as part of a GBP22m (US$32.7m) investment across the Warburtons’ portfolio.
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The traditional breakfast bakery occasions line, including Warburtons crumpets, pancakes and potato cakes, will be updated with a contemporary packaging design.
It is hoped that the move will unify the range and increase awareness across the line, a spokesperson for the company told just-food today (1 December).
“The crumpets are Britain’s number one traditional breakfast product – and the top selling crumpet in the country. Warburtons are heightening awareness of the breakfast range by bringing it all in line and showing that there is a complete line of traditional breakfast products,” the spokesperson commented.
The modern new packaging will catch consumer attention on-shelf and help drive sales in the Bakery Occasions sector, Warburtons said.
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By GlobalData“The breakfast bakery occasions sector has demonstrated a strong value growth of 18.2% year-on-year and the top performer in traditional breakfast remains crumpets, of which Warburtons crumpets have shown a 52.5% value growth in the last year,” Sarah Miskell, category director at Warburtons, commented.
The new crumpet packaging features an on-pack flash saying ‘Britain’s Favourite’.
“We are very proud to be not only Britain’s favourite baker but also Britain’s favourite crumpet and to feature this on-pack,” Miskell added.
