Warburtons shrinks roll packs as consumers call for lower prices

Warburtons is cutting the price point of its premium rolls by dropping its six-packs to four-packs and its sub rolls from three-packs to two-packs.

The move, which takes effect from the end of this month, means the rsp will drop from £1.19 to 90p for rolls, from 95p to 80p for white subs and from £1.07 to 80p for seeded subs. Warburtons’ standard ranges are unaffected.

The baker claimed the move had been driven by consumer demand for lower prices and the opportunity to reduce waste, rather than rising input costs.

But bread’s sensitivity to commodity hikes meant further shrinkage in bakery goods was likely, said Mintel analyst Alex Beckett.