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
- Account Manager- Incredible Telecom brand- TOP 5 Agency Ultimate Asset £25000 - £30000 per annum + Great Company Benefits, London
- Senior Partnerships Executive - top UK food titles! Yummy! Ultimate Asset £35000 - £40000 per annum + bonus, Hammersmith and Fulham
- Digital Marketing Exec (PPC/Paid Social/Display) - £27k-£28K - Salt £27000 - £28000 per annum, London
- Senior Sales Manager - Leading digital sales company! Ultimate Asset £40000 - £50000 per annum + Commission, City of London
- Sales Coordinator - Cutting edge, fun brand! Ultimate Asset £35000 - £45000 per annum + bonus!, City of London
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- UK agencies win 7 Media Lions
- Twitter to embrace power of TV in UK ad campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Aston Martin appoints WPP to global marketing account
- Black horse returns in new Lloyds Bank campaign