Brand New Crumpet Thins

Our latest innovation: Warburton Crumpet Thins - the perfect snack or breakfast alternative

We are continuing to expand and diversify our product portfolio with the addition of Crumpet Thins. With the original Crumpet and Giant Crumpets already firm favourites, the new wrapped bakery item is perfect for those wanting a smaller breakfast or snack option, without sacrificing the iconic taste of Warburtons crumpets.

Our Crumpets have long been known as the nation’s favourite, and the arrival of the Crumpet Thins marks the next iteration of this iconic 17^th century product. With the crumpet category alone being the biggest sector in bakery snacks with over 155m units sold, we hold the top spot with a 66% value share and have seized the opportunity to continue to innovate in the space and expand our portfolio of products.

Crumpet Thins are produced with the same high-quality ingredients as the original crumpets, ensuring customers get that same delicious taste in every bite. The product is non-HFSS, and comes in at just 61 calories per crumpet, making them ideal for those looking for a lighter option.

In the last 12 months alone, we have sold over 100m packs of crumpets. The launch of our inaugural National Crumpet Week in November 2022 proved the nation’s appetite for the holey snack shows no sign of slowing down.

Jonathan Warburton, Chairman of Warburtons said: “Consumers are always looking for new ways to enjoy our products so, when looking at the market, we found a need for lighter options which still delivered on great taste. Our existing Thins and Thin Bagel ranges have been booming since their launch, so we knew the demand was there.  

“We also know crumpets are the top snack for many people across the UK, whether that’s for breakfast or an afternoon pick-me-up, so it was a no brainer for us to have some fun with our signature recipe and bring the nation Crumpet Thins. We hope customers across the country are as excited as us for this modern take on a British cult classic.”

The new product complements our’ ever-growing range which continues to adapt to meet consumer demands. Crumpet Thins (8 pack) will have been exclusively available at Morrisons since 3^rd April. We will then see Crumpet Thins launched into other retailers including Tesco (17 April), Iceland (18 April), Co-op (19 April), and Asda (27 April).

For more information about Warburtons Crumpet Thins, please visit https://www.warburtons.co.uk/products/crumpets/8-crumpet-thins/

Try these recipes with our new crumpet thins: https://www.warburtons.co.uk/recipe-category/crumpets/

View the rest of our crumpets range: https://www.warburtons.co.uk/products/crumpets/

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