Warburtons is looking to attract new shoppers to the naan market with two square breads.
The company, which launched square wraps last year, said it wanted to set its naan apart from traditional tear-shaped breads and encourage consumers to use them in new ways, for instance to make sandwiches. It is launching two variants: plain (rsp: £1.19) and one that comes with a sachet of garlic oil (rsp: £1.29).
Warburtons said NPD had been limited in the naan market, which grew 0.2% to £59m [Nielsen 52 w/e 3 March 2012].
Gluten-free bakery Genius entered the category this month with a plain naan in 471 Tescos alongside two types of pitta and lemon & raisin pancakes.