Warburtons is set to enter into the half and half sector with two new products; White Plus Wholegrain and White Plus Milk & Calcium.
From a known brand that consumers know, the launch is hoping to drive further growth in the half and half category, which currently occupies a 9.5 % unit share of the wrapped bread market, totalling £180m and growing 5.7% in value terms year-on-year.
Warburtons currently has a 32% share of the wrapped bread category and plans to grow the overall category with the launch of the new products.
Appealing to consumers who are looking for a healthier white bread option the brand also aims to drive bakery consumption during the growing breakfast occasion.
The White Plus Wholegrain (MRSP £1.25) variant contains a blend of wheat and oats, of which two slices make up 55% of a daily wholegrain (48g based on US dietary guidelines).
Two slices of White Plus Milk & Calcium (MRSP £1.35) provides over 50% of the Recommended Daily Allowance of calcium.
The new products aim to reinforce the Warburtons £8.2m Breakfast Campaign which begins in February 2012.
This will see digital marketing, PR, national TV advertising and customer marketing come together to educate consumers about reconsidering the breakfast occasion as a priority meal and the role bakery can play within this.
The launches will also be supported by the brand’s Balanced Diet campaign which will in itself have a £2m investment.
The campaign will run for the next three years, aiming to encourage consumers to think about bakery as part of a balanced diet as well as a source of essential vitamins and minerals.
The campaign will be fronted by a panel of professionals including Dr. Hilary Jones, noted TV doctor and food nutritionist Fiona Hunter and will run across PR and social media and customer marketing.
To demonstrate the whiteness of each loaf and in a bid to reassure mums of children who reject brown or bits loaves, the new products will feature a transparent panel to give clearer visibility.
The new packaging features colours associated with white bread and visualise the ingredients contained within the products of Wholegrain and Milk behind the logo, and a clear claim badge.
Widely available across multiple, convenience and wholesale retailers now, each product is 750g and square cut.