Warburtons is moving into pitta breads.
The bakery giant has unveiled a range of white and wholemeal soft pittas (rsp: £1/five pittas).
The pittas are said to have “a scrumptiously soft texture, perfect for opening and filling the tasty centre” and can be eaten hot or cold.
They were ”practical for quick and tasty lunches at home or on the go, thanks to a soft texture that opens without falling apart”, said Warburtons innovation director Darren Littler.
The NPD marks the latest in a swathe of launches outside traditional loaves for the bread behemoth.
Prior to that, it made a high-profile move into full-size bagels in 2019 – the product of a multimillion-pound investment into Warburtons’ Bristol bakery, accompanied by an ad campaign featuring Hollywood veteran Robert De Niro.
Warburtons sales grew steadily in 2020, rising 2.1% – a £9m increase [Nielsen 52 w/e 5 September 2020].