Warburtons launches Unsliced Loaves

The new loaves are available in 600g Tiger White and 600g Tiger Brown and will enable retailers to take advantage of the popularity of in store bakery products whilst driving additional sales. The range will offer consumers delicious products with that just-baked taste, but with longer lasting freshness.

Available in 600g Tiger White and 600g Tiger Brown varieties and with an RSP of £1.19, the new innovative loaves have all the flavour, aroma, softness and crustiness of just baked bread, but with the shelf life of wrapped sliced bread.

In addition the premium rustic paper packaging with the Warburtons 'signature' style logo will differentiate Unsliced from existing wrapped sliced loaves.

With the ‘For Now' bakery sector valued at £843.4 million and growing by 2.5% year-on-year, there is a clear opportunity for retailers to capitalise on.

However with many convenience stores, particularly independents, unable to offer freshly baked bread on site, it has been an opportunity many have simply been unable to tap into.

Warburtons latest range offers retailers an ideal opportunity to take advantage of this growing market. For the likes of multiple grocers with baking facilities on-site whose sales have recently suffered due to the recession this could be a great solution as Warburtons Unsliced loaves offer all the taste and quality of in-store baked bread but with longer lasting freshness which will appeal to consumers.

Caroline Kellett, Customer Category Manager at Warburtons, comments, "We are really excited about the launch of our new loaves and also entering a whole new area of the Bakery category.

"Following the recession, research has shown that many consumers have stopped buying in-store baked loaves and simply purchase longer lasting wrapped bread. Warburtons Unsliced loaves offer all the taste and quality of in-store baked bread but with longer lasting freshness which will appeal to consumers and drive them back into the category, offering retailers additional sales opportunities.

"With our two new mid-sized Unsliced loaves we are offering consumers additional choice to suit their needs, but also adding interest and excitement to Wrapped bread with a premium range that delivers the characteristics of just-baked bread but with the all important longer lasting freshness.

"We would advise retailers to stock up now in anticipation of high consumer demand in order to captialise on sales and profit opportunities."

Warburtons Unsliced Wrapped Bread is an ideal trade up proposition so merchandise it with other unsliced SKUs or other 600g loaves to build up the presence of your store's 600g offering. For sample planograms and more tips on merchandising visit www.warburtons-trade.co.uk.

Source: Warburtons

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S said:

	... The best thing since sliced bread ?
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January 15, 2010
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