Warburtons goes big with bagels

Announcing the launch of our new full-size bagel range! 

 

The UK's number one bakery brand1 continues to drive growth across the bread and bakery sector with major NPD launch

Produced on a brand-new multi-million-pound line at our Bristol bakery, our new bagels will be conveniently pre-sliced and are available in 'Cinnamon & Raisin' and 'Plain'.
 
Boiled and then baked, following a traditional process, the result is a soft and chewy bagel which is perfect when toasted for breakfast. With a light texture the bagels also make a fantastic sandwich.

 

From being the first to market with Thins in 2011 to launching Thin Bagels in 2015, Warburtons has been leading innovation in the sandwich alternatives category. The launch of the new full-size bagel range follows the success of Thin Bagels which now count for 20.2% of the bagel market and have generated £20.5M in sales in the last year2.

 

Bagels are currently the second biggest growing segment of the sandwich alternatives market. Last year 8.7 million households consumed bagels.3 They make up 28% of the category value and 23% of unit sales4

 

Darren Littler, Innovation and Product Marketing Director at Warburtons says: "We are delighted to be expanding our portfolio and helping to drive growth in the bakery category with such a high-quality product. Unlike most on the market, our bagels are pre-sliced making them really convenient for consumers. They also offer a great sandwich alternative whether toasted or untoasted and can be enjoyed with a variety of fillings. Alongside our already popular Warburtons Thin Bagels, our new range offers a versatile snack and will be key in helping retailers expand their bakery repertoire."

 

The brand new 80g bagels come in packs of five and will be available in Asda, Sainsbury's, Morrisons, Tesco and convenience stores with an RRP of £1.60 in two SKUs, Plain and Cinnamon & Raisin.


1 The Nielsen Company, Unit and Value Sales, 52 w/e 23.03.19
2 The Nielsen Company, Value sales, 52w/e 23.02.19
3 Kantar Worldpanel 52w/e 24.03.19 
4 The Nielsen Company, Unit and Value Sales, 52 w/e 23.03.19

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