UK baker Warburtons has extended its bread roll range and revamped the packaging across all existing products.
Warburtons Lunch Rolls comprise ‘premium’ rolls available in three varieties – White, Wholemeal and Grains & Seeds – and will be available to retailers from early March.
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The new look packaging has been designed to “maximise standout on shelf”, the company said today (23 February) and to present consumers with a “complete rolls range”.
Sarah Miskell, category director at Warburtons, said: “We are thrilled to launch our new Lunch Rolls range. Currently 28% of bakery is consumed at the in-home lunch occasion and this is growing year on year. Our consumer research told us that shoppers were looking for soft rolls suitable for soup or sandwiches in a variety of flavours … so this is what we have given them.”
Warburtons Lunch Rolls will be available in packs of six with an RSP of GBP1.10 (US$1.60). The launch will be supported with consumer PR throughout National Bread Week, which takes place between 4 and 10 May.
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