Warburtons adds wholemeal bread to Toastie range

The new product was built on the success of the company’s white 800g Toastie loaf, which was sold over 97 million units in the last 12 months alone, according to Warburtons.

Nielsen data for the past 52 weeks, ending December 30, 2017, also showed the white Toastie loaf was UK’s best-selling wrapped bread product across all channels.

“The wholemeal Toastie loaf is baked with a new ‘fuller flavor’ recipe, perfect for those who prefer a stronger wholewheat taste,”​ said Warburtons.

"The wholemeal Toastie loaf is soft but strong [compared to the white bread] and thickly sliced, meaning it is perfect for toasting and buttering.”​

Darren Littler, innovation and product marketing director for Warburtons, said: “As bakery innovators with more than 140 years’ experience, we are continually looking for ways to expand on our best-selling ranges.” ​

The new loaf is currently available in Iceland and Asda stores, and will be rolling out to other retailers later this year.