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Warburtons sourdough range rolls out to Morrisons

Warburtons is rolling out its new artisan-style breads to Morrisons stores.

Two of the loaves in the range, White with Sourdough and Multi-Seeded, are available now in Morrisons’ stores across the south east, with a recommended price of £2.50.

The range of 540g sliced loaves, which also includes a Multi Grain bread, was announced in May and was described as “hand-crafted and based on a traditional artisan process, with simple ingredients and Warburtons’ signature sourdough”.

Warburtons produced the loaves at a site previously set up in Milton Keynes by the company as part of a previous trial partnership with Bertinet Bakery.

The launch is designed to tap growing consumer demand for artisan bread, said Warburtons, citing YouGov data that suggested 57% of consumers were interested in buying premium versions of products.

 “Shoppers are increasingly looking to try new flavours and different varieties of bread,” added Warburtons innovations and product marketing director Darren Littler. “People are looking for small moments of luxury, so search for opportunities to trade up and buy more premium, craft-style bakery, as well as their everyday loaf.”

“We believe that craft bakery is an area of growth and have already invested in our infrastructure to enable us to make a range of products to meet consumer demand.”


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