UK baker Warburtons is reducing its pack size for premium rolls in a bid to appeal to more price conscious consumers.
The company said it is relaunching its Lunch Rolls range and Batch Baked and cutting the pack size from six to four rolls. The group is also reducing its the pack size of its Sub Rolls from three to two rolls.
Warburtons director of innovation Darren Littler said the move came in response to consumer demand for cheaper products.
"Consumer research into our current Rolls offering demonstrated that smaller pack sizes are becoming increasingly relevant to our customers as they offer a reduced price point at a time when shoppers are increasingly looking to spend wisely," Littler commented.
Warburtons Revamps Premium Rolls Offering
-New pack sizes and packaging designs-
Warburtons, the UK's number one branded baker, has re-evaluated its Premium Rolls offering following extensive consumer research.
Available from the end of September 2012, Warburtons is re-launching the Lunch Rolls range as Batch Baked which will move from a 6-pack to a 4-pack and the Sub Rolls range will change from a 3-pack to a 2-pack. The packaging across both ranges will change to paper and film material to communicate the premium positioning.
Warburtons director of innovation Darren Littler explains: "Consumer research into our current Rolls offering demonstrated that smaller pack sizes are becoming increasingly relevant to our customers as they offer a reduced price point at a time when shoppers are increasingly looking to spend wisely. In response to this, we have reduced the pack sizes across our Premium Roll variants to meet these changing consumer needs. The new, premium packaging format will also communicate the quality product offering inside and the new look will increase stand out on shelf.
"The Wrapped Bakery market is currently worth £2.85 billion Nielsen, Total Coverage Value, 52 w/e 18.08.12 and we have ambitious plans to grow this in the coming years. By reducing our pack sizes we hope to encourage impulse purchases and increase rate of sale, thereby driving further value into the Rolls category."
Warburtons 6-pack White Batch Baked Rolls, Stoneground Wholemeal Batch Baked Rolls and Seeds & Grains Batch Baked Rolls will all be available in a 4-pack, whilst the Warburtons White Sub Rolls and Seeded Batch Sub Rolls will be available in a 2-pack. The new rolls will be available across the convenience and multiples sectors from the end of September and priced as follows: · 4-pack White Batch Baked Rolls - £0.90 · 4-pack Stoneground Wholemeal Batch Baked Rolls - £0.90 · 4-pack Seeds & Grains Batch Baked Rolls - £0.90 · 2-pack White Batch Baked Sub Rolls - £0.80 · 2-pack Seeded Batch Baked Rolls - £0.80