Leading UK baker launches hot dog rolls and burger buns. This spring the UK’s no. 1 branded baker, Warburtons, is set to launch new burger buns and hot dog rolls to enhance the quality of the Wrapped Rolls category and maximise key seasonal opportunities.
The new range– on shelf in April and backed by a strong in-store marketing campaign – will comprise:
• Warburtons Hot Dog Rolls – uniquely sliced from the top, making them easier to hold and fill (6 per pack, with an RSP of £1.15)
• Warburtons Seeded Burger Buns – great tasting and topped with sesame seeds (6 per pack, with an RSP of £1.15)
Richard Hayes, Marketing Director for Warburtons says,“The summer season always sees a peak in outdoor eating occasions such as barbeques and picnics and with the royal wedding, a succession of bank holidays and a hot summer forecast , this is an ideal time to bring some new news to the Rolls market.
“Within the rolls sector, Warburtons is out performing the market*, so by launching two new high quality products under our trusted brand, we will drive growth in the category and increase sales opportunities.”
Packaging for both products will feature the new Warburtons branding, which has been refreshed to enhance consumer appeal and increase stand-out on shelf. The packs also boast a subtle star design to hint at the products’ American inspiration, as it was famously US culture which popularised both the burger and‘top sliced’ hot dog.
The wrapped rolls category is currently worth£238.4 million and this launch is expected to increase sales in the category. The new products will be widely available across the multiple and convenience sectors. They will join the existing Warburtons rolls range, which includes 8 and 12 pack Sliced
White Rolls, 6 packs White Lunch Rolls, Wholemeal Lunch Rolls and Grains& Seeds Lunch Rolls, plus 3 pack White Soft Sandwich Rolls, Wholemeal Soft Sandwich and Seeded Soft Sandwich Rolls.
Source: Warburtons
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