The "unloved" crumpet has been given a classy makeover by new brand-building agency NewLeaf, which is now looking for listings for The Classic Crumpet range.
Unlike market-leading lines from Warburtons and Hovis, Classic Crumpets were foil-wrapped in packs of two to maintain freshness and flavour, said NewLeaf, which hit the scene in December when it introduced urban porridge Xtreme.
They are available in original, hemp and cholesterol-reducing beta glucan variants and are free of added fats, sugar and sugar substitutes.
Other flavours and shapes could "potentially" be launched later in the year, claimed the Newcastle business, which has partnered with an unnamed bakery to launch the line-up.
"Our superior recipe combined with attractive packaging puts the value back into a healthy, delicious product that has been languishing unloved for far too long," said Caroline Dale, marketing manager at NewLeaf.
"So often people buy the standard six or eight-pack, eat one or two, leave the rest and then a few days later come back to find them inedible. We have achieved a fuller flavour by leaving the batter to 'bubble and settle' for a longer period than a standard crumpet."
The range would have an rsp of "less than £1" for a pack of eight, compared with an average retail price of 78p for other brand's six-packs, she said.
Unlike market-leading lines from Warburtons and Hovis, Classic Crumpets were foil-wrapped in packs of two to maintain freshness and flavour, said NewLeaf, which hit the scene in December when it introduced urban porridge Xtreme.
They are available in original, hemp and cholesterol-reducing beta glucan variants and are free of added fats, sugar and sugar substitutes.
Other flavours and shapes could "potentially" be launched later in the year, claimed the Newcastle business, which has partnered with an unnamed bakery to launch the line-up.
"Our superior recipe combined with attractive packaging puts the value back into a healthy, delicious product that has been languishing unloved for far too long," said Caroline Dale, marketing manager at NewLeaf.
"So often people buy the standard six or eight-pack, eat one or two, leave the rest and then a few days later come back to find them inedible. We have achieved a fuller flavour by leaving the batter to 'bubble and settle' for a longer period than a standard crumpet."
The range would have an rsp of "less than £1" for a pack of eight, compared with an average retail price of 78p for other brand's six-packs, she said.
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