UK baker Warburtons has announced the launch of two products – Square-ish Wraps and Sandwich Thins.

The company said today (6 December) that the two products will be available from February and will look to appeal to a “younger profile than the traditional bakery sector”.

The White Square-ish Wraps will be sold in packs of six with a MRRP of GBP1.45 (US$2.27), will be sold in re-sealable packaging and have a nine-day shelf life.

The Sandwich Thins are soft sliced flat breads that will also be sold in packs of six with an MRRP of GBP1.19. Each Sandwich Thin contains 100 calories, which Warburtons said will allow retailers to benefit from the demand for healthier bakery products.

Warburtons marketing director Richard Hayes said: “As well as appealing to a younger consumer, research shows that the new products are set to be a hit with mums looking for an easy to-prepare and versatile lunchtime or meal accompaniment solution.”

The baker plans to support the launches with a GBP2m marketing programme to drive trial and awareness of Square-ish Wraps and Sandwich Thins including TV sponsorship, in-store sampling and an interactive micro-site with links to social media channels.

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By GlobalData