Mission Foods wants to blanket the fledgling sector with Deli Wraps, its first branded offering, which comes in Original, Mediterranean Herb, Multigrain and Wheat & White flavours.
The packs of eight wraps, which will be rolling out to Tesco, Waitrose, Morrisons and The Co-Operative Group next month, are re-sealable. The packs have a 28-day shelf life and an rsp of £1.49.
Mission Foods, which is Dallas-based, with a plant in Coventry, already produces wraps for retailer own labels and foodservice. The retail market is currently dominated by own label products and valued at £31m by the company, which intends to grow it by 50% in three years.
Marketing manager Judith Denby said the aim was to recreate wraps' success in the food-to-go arena.
"We are confident that Deli Wraps will bring a much-needed branded offering to the bakery section and increase penetration of wraps, which is currently at 19%," she added. "When compared with naan breads at 40% and pitta breads at 37%, the growth opportunities for Mission and retailers are clear."
Part of the strategy is to broaden the wrap sector's Tex-Mex associations. Vickery will explain the difference between tortillas and wraps to consumers via web site activity, a PR campaign and appearances at food shows, as well as demonstrating wraps' versatility and convenience and featuring in the on-pack competition.
"Many people confuse wraps with Mexican tortillas and limit their usage to the odd fajita dinner, but they can actually be used for all kinds of eating occasions," he said.