Warburtons is targeting time-pressed mums with a first for the bakery sector - an ambient cheese roll which it believes is ideal for kids’ lunchboxes.
All in One Riddlers is the ultimate in time-saving lunchbox solutions, and comes in two varieties, cheese spread and ham flavoured cheese spread, in boxes of four individually wrapped rolls (rsp: £1.43). Made using Warburtons’ All in One recipe, the rolls have the taste of white bread with the
wheatgerm benefits of wholemeal and are a source of calcium.
The products are called Riddlers playing on the mystery of how the cheese got into the uncut roll. The answer, according to customer and category marketing controller Sarah Miskell, is that the cheese is cooked inside the dough, which gives the product a five-day shelf life.
Peter Ayton, chief statistician at Mintel, said: “People want convenience but it’s not because they are time pressed. The reason is that they want more leisure time.”
All in One Riddlers is the ultimate in time-saving lunchbox solutions, and comes in two varieties, cheese spread and ham flavoured cheese spread, in boxes of four individually wrapped rolls (rsp: £1.43). Made using Warburtons’ All in One recipe, the rolls have the taste of white bread with the
wheatgerm benefits of wholemeal and are a source of calcium.
The products are called Riddlers playing on the mystery of how the cheese got into the uncut roll. The answer, according to customer and category marketing controller Sarah Miskell, is that the cheese is cooked inside the dough, which gives the product a five-day shelf life.
Peter Ayton, chief statistician at Mintel, said: “People want convenience but it’s not because they are time pressed. The reason is that they want more leisure time.”
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