Warburtons is adding another better-for-you option to the bread fixture this month.

The 800g loaf contains 50% more fibre than the brand's wax-wrapped offering, is low in fat and sugar and has added wholegrain. It has a £1.12 price tag.

The company is rolling out press and poster ads, sampling and competitions in shopping centres.

"White bread with added benefits has been extremely important to the category," said category manager Sarah Miskell.