Warburtons Big 21 Main Crop re

Source: Warburtons

Three 700g loaves – The Big 21, Plant Power and Make It Grain – will roll into Asda on 19 April (rsp: £1.85/700g)

Warburtons is launching its first loaves wrapped in paper packaging.

Its new Seeds & Grains range comprises three 700g loaves: The Big 21, which includes 21 varieties of seeds and grains; Plant Power, made with a blend of pulses, grains and seeds; and the Make It Grain loaf, which contains Maris Otter barley malt grain.

They will be wrapped in 100% recyclable paper packaging, which can be recycled with newspapers and cardboard in the home.

The loaves will roll into Asda on 19 April, with a wider retail rollout planned for later in the month (rsp: £1.85/700g).

Being wholemeal, high in fibre and protein, low in saturated fat and sugar, the loaves were the “perfect choice for the growing number of consumers looking for healthier products”, said Warburtons.

The paper packaging costs four times as much as polythene (and for technical reasons connected with the closure of the packaging the line has to run at a slower speed), but the move supported “consumers’ desire for more sustainable packaging solutions”, it added, and demonstrated “the commitment of Warburtons to continue to innovate to excite consumers while also improving their impact on the environment”.

Warburtons innovation director Darren Littler said he was “delighted to introduce the new range into our portfolio”.

Consumers were “always looking for new, interesting bakery products to make mealtimes more exciting and these certainly do the trick”, Littler said.

Making the packaging fully recyclable was “just another step in the right direction for us and we are thrilled that we are able to offer a more sustainable option to packaging that does not impact the freshness of the loaf,” he added.

The loaves were inspired by the hugely successful Dave’s Killer Bread recipes, which is owned by US bakery giant Flowers, and extends its range in the seeds and grains segment, which is the UK’s second largest. The loaves will be manufactured at the Warburtons plant in Enfield.