Warburtons ends European bread trial

Warburtons has ended its first European venture, which involved selling its bread in central Europe.

Warburtons: breakfast by RKCR/Y&R
Warburtons: breakfast by RKCR/Y&R

The Bolton-based bread maker began selling a number of its brands in Tesco stores last year, in countries such as the Czech Republic, Hungary and Poland.

The lines were sold on a trial basis.

However, Warburtons has made the decision to pull the plug on the venture because of the transport costs, which were thought to be higher than anticipated.

It is believed that selling the Warburtons lines – which included a white Toastie loaf, brown bread and crumpets – was also hit by the need to change the recipes to help extend the shelf-life of the products in the countries.

The language barrier was also thought to be an obstacle.

Warburtons still has ambitions overseas. In August this year, it began selling its brand in France, marketed as "the everyday bread of the English."

Its white, wholemeal, and seeded loaves are being sold in 270 branches of French supermarket Monoprix, which are predominantly located around Paris.

Warburtons was unavailable for comment.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Flexible working rules at Dentsu Aegis

Fancy working for a company that cares about your work/life balance and focuses on your performance rather than the time spent at your desk?

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published