Warburtons is looking to shake things up in the everyday bread market with the launch of a number of premium products.
The company is releasing four new 'extra special' loaves following a £750,000 investment in new equipment. The lines will include Old English White, Malted Grain & Seeds, Wholegrain & Oat and Honey Wheat. These products come in response for a consumer demand for "variety, taste and depth of flavour".
Warburtons' investment has allowed to purchase equipment such as special-size tins to produce specific loaves. The new products are set to be rolled out to Sainsbury's and Waitrose priced at £1.39 per 400g. A number of other retailers have shown an interest in the speciality loaves which will go into their post-Christmas lines.
Speaking to the Grocer, innovation director Darren Littler explained that the new lines are designed to appeal both its current customers and other shoppers. The company is looking to provide something "extra special" for its demographic and hopes that it will also bring new consumers to the Warburtons brand.
Mr Littler told the news provider: "It is about offering that little bit of extra specialness by offering a lovely balance of new ingredients and tradition - and remaining affordable."
Warburtons recently teamed up with the British Heart Foundation which will see the two organisation promote the importance of eating well to maintain a healthy heart. The two-year partnership will see Warburtons display the British Heart Foundation logo on all of its Wholemeal bread packaging.
The British Heart Foundation will also help to spread its message to the 6.8 million households which buy Warburtons bread on a daily basis.
Neil Campbell, managing director at Warburtons, said: "We have a natural fit with the British Heart Foundation as we both have families at the heart of what we do, and we have shared goals in health and nutrition."