Bulking up

NOT immune to challenges facing the wider food industry, sales of wrapped bread also continue to be influenced by specific factors – not least the changing habits of shoppers.

With many shoppers looking for healthier alternatives to traditional loaves, firms such as bread giant Warburtons have been faced with challenges.
And, as some health-conscious consumers look to cut down on carbs and increase protein intake, a growing number of big-name brands are ensuring that products with added protein are easy to find in the mainstream market.
Now Warburtons has launched new protein-enhanced bakery products.
“As the leaders in bakery innovation for over 140 years, it is our role to adapt and expand our ranges to meet evolving consumer tastes and needs,” said Darren Littler, innovation director for the company, which recently launched its new Protein range of bread, rolls, wraps and sandwich thins.
“It became clear to us that there was a real demand for a protein-packed option that tastes just like normal bakery, and our new Protein range makes it easy and convenient for people to enjoy more as part of their daily routine.”
Warburtons says each product, baked with a blend of pulses and grains, is high in protein and fibre without compromising on taste – providing consumers with an easy way to increase protein consumption. Each product in the range has an RRP of £1.20.
Demand for lighter baked goods remains strong, the firm says. So it advises retailers to stock up on sandwich alternatives such as thin bagels, wraps and sandwich thins.