Warburtons extends brand into snacks

Warburtons is to extend its brand by broadening into the snacks category for the first time. The move will be backed by a £1m marketing campaign.

ChippidyDooDaa

The new ranges will be called ChippidyDooDaa pitta chips and SnackaDoodle wholegrain snacks. Warburtons says it will treat the two new products as stand-alone brands with two dedicated websites showcasing the product range but will feature the Warbuton’s logo.

Marketing will feature newly created brand characters “that have been created to represent the brands’ personalities.” The cross platform digital campaign has been created by Breath-e and Clarion Communications and will be backed by trade advertising, in store activity and outdoor advertising via branded delivery trucks. Roll-out will begin on 1 March.

Warburtons ChippidyDooDaa will be available in four flavours: Mature Cheese & Spring Onion; Chilli Jack, and Sea Salt & Malt Vinegar and have a RRP of 64p

There will also be five flavours of the SnackaDoodle wholegrain snacks: whole wheat, whole corn, whole rice, whole oat and whole barley. A six-pack multipack will also be available in Cheddar Cheese & Onion and Sweet Chilli flavours.

Warburtons claims the snacking category is one of the few categories that has remained resilient throughout the challenging economic climate and will help to extend on brand loyalty to its main brand.

Jason Uttley, Warburtons new business director, says: “Although we remain committed to growing the core bakery market, moving into the snacking category is a really exciting step for Warburtons. We are confident that our SnackaDoodle and ChippidyDooDaa products will appeal to a wide range of consumers looking for innovative, great tasting snacks that also contain less fat than standard potato crisp currently available”.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here