Warburtons ends European bread trial
By John Reynolds, marketingmagazine.co.uk, Monday, 10 December 2012 10:16AM
Warburtons has ended its first European venture, which involved selling its bread in central Europe.
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.Follow @johnreynolds10
This article was first published on marketingmagazine.co.uk
- WEB DEVELOPER (HTML, CSS, PHP, Wordpress, jQuery) Creative Recruitment £23000 - £27000 per annum, City of London
- Account Director - Digital, leadership role, £55k + excellent benefits MODA consult Up to £55k + excellent benefits and career development, London (Central), London (Greater)
- Account Manager - Integrated Agency ADLIB up to £26k, Bristol
- Account Manager / Senior Account Manager - £30k to £35k, leading creative agency in Central London MODA consult £30k - £35k, plus benefits, London (Central), London (Greater)
- Account Director / Senior Account Director - up to £60k, leading boutique advertising agency MODA consult £60k, plus benefits, Central London
- Land Rover to move global ad account into Spark44
- Viacom to bring Breaking Bad to Freeview with Spike launch
- WPP's Martin Sorrell reconsiders strength of newspapers
- Group M retains £80m Lloyds media
- Gogglebox stars encourage viewers to vote
- Twitter hunts for UK marketer as it targets £180m ad revenues