Warburtons is launching a Great Tasting Wholemeal loaf this week and giving its standard wholemeal sibling new see-through packaging.
The square-cut newcomer (rsp: 89p), in see-through yellow packaging, is aimed at kids. It has a softer texture and maltier flavour than the standard version with no burnt' top. A 400g loaf and a six-pack of rolls will follow.
Support includes PoS, sampling, a money back offer, a Paclunch-man' game on the brand's web site and retailer-specific activity such as a tot smile' competition.
Promotions will run in women's titles and regional press and on local radio.
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