Warburtons Ltd: 4 Protein Pittas & 4 Protein Flatbreads
Warburtons committed to launch new products to market that will provide a ‘source of’ or ‘high in’ fibre claim.
Following increasing popularity of protein products as seen with Warburtons launches of 4 Protein Thin Bagels & 700g Protein Power and the continued long-term growth in the Bakery Occasions sector. Warburtons introduced two more Protein products into the bakery market. In September 2024 Warburtons launched 4 Protein Pittas and 4 Protein Flatbreads into the market, which are also importantly high in fibre.
The new products have been proven to be popular amongst consumers and provide a great tasting sandwich alternative due to their pulse & seed blends. The flatbreads are sliced for convenience and the pittas are open and easy to fill.
As part of efforts to ensure products have a source of fibre readily available to consumers, each pitta contains 13.7% of a consumers RDA of fibre and each flatbread contain 12.7%. “High Fibre” is also included as a flash on the front of pack to highlight the nutritional credentials to consumers.
The products have been included in various influencer campaigns and organic social media activity when launched. They have also been supported in store as part of our broader focus on the protein range, all of which are either a source of fibre or high fibre. These products are listed across major retailers in the UK.