December 9, 2010, 7:13 am

Warburtons has launched its new Square-ish Wraps and Sandwich Thins.

These new products, both available from February, offer retailers two sandwich alternative products that hope to appeal to a younger profile than the traditional bakery sector and in turn help to drive profits.

White Square-ish Wraps will be available for retailers to buy in packs of six with an MRRP of £1.45.

Warbutons believes this is a key opportunity for retailers to capitalise on the increasing trend for Wraps which is currently the fastest growing area within Sandwich Alternatives with a market value of £80.2m and growing at 16.9%.

Warburtons Square-ish Wraps will be available in re-sealable packaging and will have a nine day shelf life.

Wraps can be filled with different fillings or grilled for a pizza alternative, rolled with any sort of filling for a classic wrap or folded with a filling and toasted for a toastie.

Square-ish Wraps are marketing themselves as versatile products that hope to appeal to the whole family.

Recipe suggestions including Torn Chicken Pizzas, Duck and Hoisin Sauce Wraps, as well as Mozzarella Cheese and Cherry Tomato Toasties, will be communicated on the reverse of the packs.

Following consumer research, Warburtons has found that new Square-ish Wraps are more appealing to younger consumers.

The square-ish shape was a key driver of appeal and the product was seen to be easy to use and versatile.

Warburtons is also launching Sandwich Thins; six soft sliced flat breads with a nine day shelf life.

A UK first for the bakery category, each Sandwich Thin contains 100 calories which will act as a pull for those watching their waistline, allowing retailers to benefit from the demand for healthier bakery options.

The tasty new product will be available to retailers in packs of six with a MRRP of £1.19.

Richard Hayes, Marketing Director at Warburtons, commented: “These two exciting new additions to Warburtons range will drive incremental sales for the Sandwich Alternatives and overall Bakery category.

“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.

“At Warburtons we are dedicated to growing the bakery category through high quality, innovative products which expand consumer usage.

“We anticipate these launches will generate additional consumer demand and incremental sales for retailers through a combination of our superior product quality, and the trust and recognition our brand leadership brings to the sector.”

Warburtons will be supporting the launches with a £2million marketing programme in 2011 to drive trial and awareness of the Square-ish Wraps and Sandwich Thins.

The marketing campaign will include TV Sponsorship, impactful in-store sampling campaigns and an interactive micro-site with links to social media channels.


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