Independent bakery Warburtons is bringing out a Fuller Flavour loaf, made with wheat fermented for five hours.
The premium, white, thickly-sliced loaf will be rolled out at the end of this month across all major multiples.
It claims a traditional flavour and a softer texture and is aimed at making bread an everyday indulgence.
Retailing at 89p for an 800g loaf and packaged in a plastic wrapper with a waxed feel, the newcomer is the brainchild of Jonathan Warburton, chairman of the 127-year-old bakery company.
He said the premium sector was the main driver of growth in the bread market, adding that marketing support would be designed to drive trial.
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The premium, white, thickly-sliced loaf will be rolled out at the end of this month across all major multiples.
It claims a traditional flavour and a softer texture and is aimed at making bread an everyday indulgence.
Retailing at 89p for an 800g loaf and packaged in a plastic wrapper with a waxed feel, the newcomer is the brainchild of Jonathan Warburton, chairman of the 127-year-old bakery company.
He said the premium sector was the main driver of growth in the bread market, adding that marketing support would be designed to drive trial.
{{MARKETING }}
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