Warburtons moves into snacks

05 March, 2010

Warburtons has made a surprise move into the snack market with the launch of two premium ranges – Chippidy Doo Daa pitta chips and Snack a Doodle wholegrain snacks.

In a departure from its core bread range, the Bolton-based baker is supporting the new standalone brands with a £1 million marketing spend including digital, trade and consumer advertising plus in-store and PR activity.

The twice-baked pitta chips will be available from March 15 in 40g packs in three flavours, Mature Cheese & Spring Onion, Chilli Jack and Sea Salt & Malt Vinegar (rrp 64p), and 150g sharing bags in Mature Cheese & Spring Onion and Sea Salt & Cracked Black Pepper (£1.79).

With 60% less fat than standard fried crisps, they will be billed as a healthier alternative.

Snack a Doodle contains 70% wholegrains with Cheddar Cheese & Onion and Sweet Chilli in 20g packs (53p) and six-pack multipacks (£2.20).

The bagged snacks sector “is one of the few categories that has remained resilient throughout the challenging economic climate”, according to Warburtons.

Chairman Jonathan Warburton said: “Although we remain dedicated to bakery, moving into the snacking category is a really exciting step for Warburtons.

“We are thrilled to have developed two ranges that consumers tell us are a great fit with what they want from a snack – great taste, convenient, crunchy and easy to share or eat on their own.”

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