Warburtons enters into a new category and launches a range of premium snacks…
Warburtons, the UK’s number one branded baker, is pleased to announce the launch of its new portfolio of premium snacks as the brand enters into a whole new category, specifically targeting the snacking market. Available from 15th March, the exciting new range will consist of two snacking products - ChippidyDooDaa Pitta Chips and SnackaDoodle Wholegrain Snacks. The range will provide retailers with even more opportunities to increase sales by capitalising on the existing brand loyalty Warburtons has achieved with consumers across the UK. A chipper new range from Warburtons Warburtons ChippidyDooDaa range of Golden Baked Pitta Chips, baked twice for the perfect crunch, are ideal for snacking and dipping and are available in four flavours and two pack sizes. The 40g single serve packs are available in Mature Cheese and Spring Onion; Chilli Jack, and Sea Salt and Malt Vinegar and have a MRRP of 64p whilst the 150g sharing packs are available in Mature Cheese and Spring Onion and Sea Salt and Cracked Black Pepper with a MRRP of £1.79. These delicious new snacks offer consumers a tasty and healthier alternative to crisps and tortilla chips. Seasoned with a range of natural flavours and containing no artificial ingredients or MSG, the ChippidyDooDaa range is baked not fried meaning it contains 60% less fat than standard potato crisps. SnackaDoodle doo Another range to join Warburtons brand new snacking portfolio is SnackaDoodle wholegrain snacks. These light and crispy wholegrain snacks are made of 70% wholegrains, including no less than five different types - whole wheat, whole corn, whole rice, whole oat and whole barley. The range is available to buy in both a 20g single serve pack with a MRRP of 53p and a six pack multipack with a MRRP of £2.20, in a choice of two delicious flavours - Cheddar Cheese & Onion and Sweet Chilli. This high in fibre range features 84 calories per single bag, contains no artificial ingredients or MSG and contains 29% of your wholegrain GDA*. The snacking category is one of the few categories that has remained resilient throughout the challenging economic climate. Consumers have increasingly chosen to spend their money on inexpensive treats instead of larger purchases such as white goods or holidays. This coupled with Warburtons high level of brand loyalty and great tasting, high quality product standards, makes this an exciting opportunity for Warburtons and retailers alike. Marketing Support Warburtons has invested over £1m in order to support the launch of its new premium range of snacks. With activity including digital, trade and consumer advertising as well as in store activity and PR, this is set to be one of the launches to look out for in 2010. Two brand new interactive websites - www.chippidydoodaa.co.uk and www.snackadoodle.co.uk, will be launched on 1st March with a supporting digital marketing campaign that will be running from June to September, offering consumers the opportunity to win great prizes every day. Additionally, the launch will be supported with outdoor advertising and branded delivery trucks. Jonathan Warburton, Chairman at Warburtons, comments, “Although we remain dedicated to bakery, moving into the snacking category is a really exciting step for Warburtons. We are thrilled to have developed two ranges that consumers tell us are a great fit with what they want from a snack - great taste, convenient, crunchy, and easy to share or eat on their own. We are confident that our SnackaDoodle and ChippidyDooDaa ranges will appeal to a wide range of consumers looking for innovative, great tasting snacks that also have a ‘better for you’ point of difference over other snacks currently available. Retailers should stock up from the middle of March to ensure they take advantage of the consumer interest and intrigue likely to be generated by the launch and the potential profit and sales opportunities that will result." Merchandise Effectively Warburtons ChippidyDooDaa should be merchandised within existing snacks ranges alongside other premium sharing and premium individual products. SnackaDoodle should be merchandised within existing snacks ranges alongside other healthy individual and multipack products. To boost awareness and drive trial use off shelf displays in other parts of the store such as lunchtime food and food on the go for single packs of ChippidyDooDaa and SnackaDoodle, and soft and alcoholic drinks for sharing bags of ChippidyDooDaa.
For further press information please contact Jo Kent / Becky Elkin at Publicasity on 01442 261199 or 020 7632 2400 or email: jkent@publicasity.co.uk or belkin@publicasity.co.uk