Tapping the boom: Warburtons unveils higher-protein bread, wraps and thins

By Vince Bamford

- Last updated on GMT

The formats in Warburtons' new Protein range includes rolls and wraps
The formats in Warburtons' new Protein range includes rolls and wraps

Related tags Nutrition Research

Number one UK bread brand Warburtons is hoping to tap consumer demand for protein with the launch of products boasting higher protein content than its standard range.

The baker’s new Protein range is rolling out from today (September 5) to Walmart-owned supermarket chain Asda.

With a recommended retail price of £1.20 ($1.60) for a 400g loaf or a four-pack of rolls, thins or wraps, the products will be launching into other multiple and convenience retailers across this UK throughout the month.

Warburtons is pitching the product as being high in protein and fibre without compromising on taste.

Evolving consumer tastes

It became clear to us that there was a real demand for a protein-packed option that tastes just like normal bakery, and our new Protein range makes it easy and convenient for people to enjoy more as part of their daily routine​,” said Warburtons innovation director Darren Littler.

As the leaders in bakery innovation for over 140 years, it is our role to adapt and expand our ranges to meet evolving consumer tastes and needs​.”

Demand for higher protein food has been driven by scientific research favorably linking protein consumption with increased satiety and weight management, according to US retail analysts Spins.

Protein content

Protein content of Warburtons Protein Wholemeal vs Warburtons regular wholemeal/ brown

  • Loaf​ (two slices)
    Protein 8 g / Regular 5 g
  • Rolls​ (per roll)
    Protein 9 g / Regular 6.9 g
  • Thins​ (per Thin)
    Protein 7 g / Regular 4 g
  • Soft Wraps​ (per wrap)
    Protein 10 g / Regular 7.8 g

Health and wellness

It is not surprising the trend has evolved, as the consumer’s desire for health and wellness increases​,” vice president of content services Judy Seybold recently told this site​.

I believe the mainstream demand for all types of high protein foods have been fueled not only by the demands of health enthusiasts but informed consumers who seek the nutritional benefits of protein as shown by the scienc​e.”

Warburtons has also partnered with the Canadian International Grains Institute in a research project​ designed to increase the use of pulse-based flours, which the hopes will lead to products higher in protein and fiber, and lower in gluten and carbohydrates.

This new research underlines the increasing popularity of new and innovative bakery products among consumers​,” said Warburtons Canadian Program Manager Adam Dyck last month.

Warburtons is promoting its new Protein range with an integrated marketing campaign including a focus on PR and digital activity.

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