Warburtons shelves plans for 100% British bread
LONDON - Warburtons has axed plans to launch an all-British loaf baked using 100% British wheat.
In November last year, Warburtons revealed that it would launch the British loaves from its network of more than 300 farmers across the UK. The loaf was earmarked to be made available this year.
It was the first time in its history that Warburtons had planned to launch an all-British loaf.
However, a company statement said: "Following further research and discussions with our customers, we have, or the moment, decided not to proceed with the production of our British loaf."
The statement added: "We will instead focus on developing other new product opportunities that, we believe, will be of greater benefit to the category, greater benefit to our customers and in turn, their shoppers."
Warburtons highlighted its Grained Farmhouse rolls as examples of where it would it would direct its future spending.
The group added: "If customer interest in British wheat products grows, then we will ensure we have a high-quality product ready to meet their needs."
The U-turn by Warburtons stands in contrast to arch rival Hovis, which has moved its entire portfolio of bread to British-sourced wheat.
This article was first published on marketingmagazine.co.uk
- Warburtons hires Durex marketer Megan Harrison
- Warburtons aims to revive snack products
- Warburtons kicks off direct marketing review
- Genius gluten-free bread hires Adam & Eve for ad push
- Hovis goes back to 70s for new TV spot
- BR Video: Consumers prefer to buy British
- Warburtons introduces mock-epic ad campaign
- Warburtons appoints Smith & Milton for redesign
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Digital Copywriter AF Selection £16,000-£18,000, Nottingham
- Communications Co-ordinator Stopgap £26000 - £29000 per annum, London
- Digital Acquisition Manager Stopgap £30000 per annum, West Midlands
- Studio Manager Twist Recruitment £25000 - £35000 per annum + benefits, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Heinz brings back invisible bottle of tomato ketchup
- EE adds Dare to agency roster to develop digital
- Polycell gets cheeky in crack-filler campaign
EA games takes the number one spot in the 2013 Social Brands 100
Electronic Arts has been named the number one brand in the Social Brands 100. EA won for its ‘Battlefield 3′ first-person shooter game and beat American Airlines, Innocent, Argos and Tesco, who all made the top 10.