Warburtons has rolled out its first-ever Christmas-themed wax packaging, claiming consumers could even use the festive wrap as Christmas wrapping paper when they have finished with the loaf. The new-look packs started rolling out this week on Warburtons’ 800g Toastie, Medium and Thickest bread products and will be available for the next six weeks. “The attention-grabbing packaging will draw in festive shoppers,” said the baker’s innovation director Darren Littler.

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