Warburtons is extending its wholemeal bread offer with an extra-fibre option to focus on the growing healthy bread sector.
Wholemeal Fibre Boost hits shelves next week, priced at £1.32 for an 800g loaf. The bread provides more than one third of the GDA allowance of fibre in every two slices.
The launch is being supported by a consumer media and sampling campaign.
Healthy NPD in bread helped the category grow 5.7% to £1.6bn last year, according to Nielsen [52w/e 6 October 2007]. Warburtons' growth outstripped the category average, with sales up 15.7% to £472m.