The move is part of Cranks’ continued attempts to increase its presence in the lunchtime fixture. Last month the company launched a range of salads, juices and smoothies (The Grocer, May 28, p58).
According to Cranks, white bread is the bestselling organic bread, making it the obvious choice for NPD.
Its Malthouse variant is less conventional, combining brown wheat flour, rye flour, malt flour and wheat flakes.
Both are 800g loaves with the white loaf retailing at £1.19 and the Malthouse at £1.29.