Warburtons has entered the frozen aisle for the first time with the launch of a duo of toasties that will be available exclusively in Iceland and Food Warehouse.
Made using Warburtons Thick Toastie bread, the range consists of Mature Cheddar Cheese and Chicken & Bacon Club (rsp: £3.50).
The frozen NPD, which was developed through a partnership with food and drink licensing agency Food Brands Now, also marks Warburtons’ first move into licensed products.
Commenting on the launch, Jonathan Warburton, chairman at Warburtons, said the business was excited to give consumers a “new option for lunch”. “We are really proud to be working with Food Brands Now to create this exciting new range of products on our much-loved Thick Toastie loaf,” he said.
Oliver Gilding, sales & licensing director at Food Brands Now, added: “Warburtons is one of the most-loved and trusted brands in the UK, with an incredible heritage and reputation for quality. We’re incredibly proud to be partnering with them on their first step into licensing.
“This range brings together the strength of the Warburtons brand with real consumer demand for high-quality, convenient meal solutions. These frozen toasties are just the start of what we believe is a hugely exciting journey.”
The move into frozen comes after Warburtons recently acquired Morrisons’ former Rathbones bakery site as part of a wider £100m investment to mark its 150th anniversary. The new site, which is expected to be fully operational in September 2026, will be the brand’s 13th bakery.
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