After re-branding its free-from range as Newburn Bakehouse in January, Warburtons has launched four new products.
The new additions comprise a morning muffin, a twin pack of baguettes, a 600g seeded loaf and what Warburtons claims is the UK’s first free-from wrap. It has invested £90,000 in new equipment in order to produce the new wrap, which went on sale in Tesco this week.
The launches increase the number of products in the Newburn range from eight to 12.
Warburtons’ ambition is to overtake Genius to become the biggest free-from bakery brand in the UK.
Sales more than doubled to £5.7m in 2012 [Nielsen 52 w/e 13 October]. Warburtons hopes the re-branding to Newburn, coupled with the new product launches, will produce a similar growth rate this year.
“We have had great feedback from customers on the rebrand and this is now evidenced with strong sales growth,” said Warburtons free-from director Chris Hook.
The family-owned baker has plans to bring out more free-from products later in the year.