Warburtons has returned to the snacks arena 10 months after a fire stopped production of its new SnackaDoodle and Chippidy DooDaa lines but it has dropped one brand and radically revamped the other.
The two brands were originally launched last February after 18 months of brand development and had barely made it on to shelves when production was halted following a fire at the baker's Bolton plant in July.
The bread giant has now dropped the bold Chippidy DooDaa branding it sold its baked pitta chips under, repackaging them in plainer bags under new name Warburtons Baked Pitta Chips. They are to go on shelf next month in their new guise but wholegrain product SnackaDoodle has been dropped. "For our re-entry into the market we will put all our focus on Baked Pitta Chips," said Warburtons category director Martin Garlick. "We do, however, continue to look to further develop our snacks portfolio."
The company said the time away from market had given it the chance to "reinvest in further consumer research and packaging development" for its bagged snacks.
The new packaging emphasised the flavour and nature of the product, it said, and highlighted its baked credentials. It also aligned the product with the brand-wide redesign Warburtons unveiled last year.
Baked Pitta Chips will be available in 40g (rsp: 64p) and 150g (rsp: £1.79) packs the same prices Chippidy DooDaa were sold at.
The range of flavours has been increased and now includes Chilli Jack, Sea Salt & Malt Vinegar, Sour Cream & Chive and Oriental BBQ.
Branding expert Tim Kaner, associate director at The Value Engineers, said the new design was clearer and better positioned the product as an alternative to crisps and tortilla chips.
"It is easier to see where the product is designed to fit in the consumer's snacking repertoire," he said. "It is also positioned more in line with Warburtons' heritage."
The two brands were originally launched last February after 18 months of brand development and had barely made it on to shelves when production was halted following a fire at the baker's Bolton plant in July.
The bread giant has now dropped the bold Chippidy DooDaa branding it sold its baked pitta chips under, repackaging them in plainer bags under new name Warburtons Baked Pitta Chips. They are to go on shelf next month in their new guise but wholegrain product SnackaDoodle has been dropped. "For our re-entry into the market we will put all our focus on Baked Pitta Chips," said Warburtons category director Martin Garlick. "We do, however, continue to look to further develop our snacks portfolio."
The company said the time away from market had given it the chance to "reinvest in further consumer research and packaging development" for its bagged snacks.
The new packaging emphasised the flavour and nature of the product, it said, and highlighted its baked credentials. It also aligned the product with the brand-wide redesign Warburtons unveiled last year.
Baked Pitta Chips will be available in 40g (rsp: 64p) and 150g (rsp: £1.79) packs the same prices Chippidy DooDaa were sold at.
The range of flavours has been increased and now includes Chilli Jack, Sea Salt & Malt Vinegar, Sour Cream & Chive and Oriental BBQ.
Branding expert Tim Kaner, associate director at The Value Engineers, said the new design was clearer and better positioned the product as an alternative to crisps and tortilla chips.
"It is easier to see where the product is designed to fit in the consumer's snacking repertoire," he said. "It is also positioned more in line with Warburtons' heritage."
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