How do we Market Bread?

The Warburtons family has always been central to the story of its bread. 
The fact that the Warburtons have really passed down an enviable baking tradition through five generations communicates far more about expertise and quality then any product claim ever could. Quality and a passionate belief in the product has been the cornerstone of the company’s success since 1876.

Products
To keep Warburtons ahead of its competitors they have a marketing team, innovations team and NPD (New Product Development) team, their own Development Bakery and excellent technical back-up. All these staff work together to ensure that not only the company’s best selling wax wrapped loaf but also new products like the All in One and Batch range continue to lead the marketplace.

Products follow a similar cycle 

1. Introduction Sales start low, the product is only bought by the open-minded customers known as ‘innovators’.
At this stage advertising costs are high, as awareness for the product needs to be built rapidly.

2. Growth Sales increase rapidly as the product is accepted by the market it has been developed for. At this stage the market is being converted to trial. Competitors launch similar products. 

3. Maturity Sales are mainly repeat purchases made by loyal existing customers.

4. Decline This stage is representative of falling sales, at this stage the product is either revamped, de-listed or replaced.

Declining product to resounding success
Some products take longer to develop than others.
For example, some years ago (1992) Warburtons spent a considerable amount of time developing bread which looked and tasted like white bread but had all the nutritional qualities of brown or wholemeal bread, but none of the bits. So we developed Warburtons Wholewhite it had 100% more fibre than ordinary white bread.