Introducing our brand new craft range

The UK's number one wrapped bakery brand makes its most premium offering to-date

Launching our brand-new range of craft loaves.

Based on a longer baking process, the hand-crafted loaves come in two flavours: Multi Seeded and White with Sourdough and aim to satisfy consumer demand for artisanal style loaves.

With 57% of consumers buying premium versions of products¹ the appetite for artisan bread has increased rapidly. Baked in a bespoke bakery in Milton Keynes, growth in craft bakery is a key focus for Warburtons.

Darren Littler, Innovations and Product Marketing Director at Warburtons said: 

“Shoppers are increasingly looking to try new flavours and different varieties of bread. People are looking for small moments of luxury so search for opportunities to trade up and buy more premium, craft style bakery as well as their everyday loaf.

We absolutely believe that craft bakery is an area of growth and have already invested in our infrastructure to enable us to make a range of products to meet consumer demand.” 

Two of the new artisan range (White with Sourdough & Multi-Seeded) are now available in Morrisons stores across the South East with an RRP of £2.50.

¹YouGov Plc, sample size 2032 British adults, conducted online, fieldwork dates 17th – 20th August 2018.The figures have been weighted and are representative of all GB adults (aged 18+). *1150 of which say they buy the premium version of products sometimes/often/always

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