UK bread maker Warburtons has added a line of “premium” loaves to its bakery range.
The four new loaves, available at Waitrose and Sainsbury’s stores across the UK, hit shelves this week and are priced at GBP1.39 (US$2.22).
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Darren Littler, innovation director at Warburtons, said: “We’re passionate about providing consumers with new and exciting products to captivate their interest in the sector which is why innovation is at the heart of everything we do.”
Warburtons did not to respond to just-food’s queries about the reasons for the launch of a high-end line.
