Warburtons is raising the health profile of the bakery category with the launch of what it claims is the first UK prebiotic bread.
The 400g wholemeal loaf, called Healthy Inside, contains the added natural prebiotic ingredient inulin. According to Warburtons, inulin stimulates the growth of friendly bacteria in the gut and can lead to improved digestion.
Prebiotic ingredients are already found in cereals in the UK, such as Kellogg’s Rice Krispies Multi-Grain, although the majority of prebiotic products are found in Europe and Asia.
Sarah Miskell, category marketing controller at Warburtons, said: “The launch of Healthy Inside is another example of Warburtons bringing genuine innovation to the bakery category, and will capitalise on the growing consumer interest in both probiotics and prebiotics.”
The bread will be launched into the multiples on Thursday, June 30, with an rsp of 75p.