Warburtons reveals 600g loaf format |
| Friday, 03 October 2008 | |
 Warburtons, the UK's Number One branded baker, is continuing to lead innovation in the bakery sector with the launch of a new 600g loaf format - following a change in UK legislation. A change in UK law allows manufacturers to pack food products in any size -the first time in Warburtons 132 year history that this has been possible. In recognition of this change in legislation, Warburtons is the first branded bakery manufacturer to take the opportunity to offer greater consumer choice by launching bread products with a new weight outside of the standard 400g and 800g formats. The new mid-sized loaves will be available from mid-October and are aimed at offering a new tier of choice for consumers. The 600g range will comprise Wholegrain Goodness, All in One Medium and All in One Thick. Sarah Miskell, Category Director at Warburtons, comments: "This is a significant development for the UK Bread market and as the UK's largest branded baker it is absolutely right that Warburtons is the first branded manufacturer to offer consumers a new option in their bakery purchasing habits. Consumers who find that current bread products are either too big or too small for their needs will now benefit from greater choice." Retailers can expect plenty of consumer interest in the new launches as Warburtons will be promoting the new 600g range with a comprehensive support plan including consumer media, in-store promotion and retailer loyalty schemes. Tesco has also recently introduced its own irregular bread sizes. Source: Warburtons Related Articles
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