Warburtons is increasing its range of sandwich alternatives with a new pitta bread product.

Sandwich Pittas, which roll out next month, are round flat breads that split down the middle to make them easier to fill. Softer and larger than standard pittas, they will be available in resealable packs in white and brown versions (rsp: £1/four-pack). The bakery is also extending the Square(ish) Wraps and Sandwich Thins ranges launched last February with brown and seeded (rsp: £1.52/£1.26 respectively).

The launches are designed to tap into the 22.3% year-on-year value growth in the £189.4m sandwich alternatives market [Nielsen 52 w/e 1 October 2011].