Warburtons is hoping to inject fresh growth in the breakfast category with the launch of a ‘treat’ brioche range - and an £8.2m marketing push.

Rolling out to retailers this week, the brioche line-up comprises five SKUs: chocolate chip and plain rolls, raisin and plain swirls and a chocolate chip loaf.

The move marks Warburtons’ entry into the ‘treat breakfast’ market, which also includes waffles, crêpes, croissants and Danish pastries. According to Nielsen data, sales of brioche alone have grown 25.8% to £44.6m year-on-year [52w/e 24 December 2012].

“We are investing heavily in marketing and NPD within the breakfast occasion and we’re looking forward to seeing the growth it produces for the category,” said Warburtons marketing director Richard Hayes. “Consumers and customers have been requesting Warburtons enter the treat breakfast market.”

The brioche launch will be supported from next month by the brand’s Breakfast campaign, designed to show consumers the range of breakfast options offered by bakery goods. The £8.2m push will include TV, PR, digital and customer marketing activity.

As the second campaign launched by the brand this year, it will run alongside the Balanced Diet push announced earlier this month.

Warburtons has rolled out two new white loaves this month: White Plus Wholegrain (rsp: £1.25) and White Plus Milk & Calcium (rsp: £1.35), which provides more than 50% of the RDA of calcium.