Warburtons has unveiled two new 600g loaves and a revamped pack design to capitalise on the success of the mid-size range.

Tasty White and Tasty Grains & Seeds (rsp £1.09) will be added to the existing 600g offerings to meet demand for a greater variety of mid-size loaves, claimed Warburtons.

The range, first launched in October 2008, consists of Wholegrain Goodness and All In One Medium, and was the first branded mid-size loaf range to be available in the UK. Packaging across all of the 600g offerings has been revamped, with the addition of the image of a wheat sheaf on all packs to bring consistency to the range.

"Tasty White and Tasty Grains & Seeds 600g will provide consumers with an even greater choice to suit their needs," said Sarah Miskell, category director at Warburtons.

The launches will be supported by a TV ad campaign that kicks off in May.

Topics