Warburton’s hopes to start a “sandwich revolution”

Warburton’s is looking to tap into the growing appetite for healthy lunches with the introduction of a range of low calorie bread products.

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The food company has launched the Square-ish sandwich Wraps and low calorie Sandwich Thins. The products will be supported by a £2m marketing campaign under the “Sandwich Revolution” banner.

The bakery calls its Sandwich Thins “the new ’skinny’ bread on the block” with 100 calories per slice.

The Square-ish Wraps, which are square shaped bread wraps similar to circular tortilla wraps, are aimed at a younger audience.

The company is introducing the products in a bid to offer more variety for lunchtime and snacking and grow its share of the “sandwich alternatives” category, which excludes traditional loaves.

According to Nielsen data the sandwich wraps sub-category is worth £80.2m and is the fastest growing area within the sandwich alternatives category, growing at 16.9%.

To support the product launch, Warburton’s has partnered with foodie website Eatthechef.com to create a recipe based micro-site offering ideas for hot and cold fillings and inviting users to share photos and recipes.

Warburton’s and Eatthechef have also signed up American Rapper Vanilla Ice who has performed a “rap while you wrap” video hosted on the website.

The campaign will also include TV sponsorship, a national PR campaign and in-store sampling.

Separately, Warburton’s has launched a press and TV brand advertising campaign under its “we care because our name’s on it” strapline and is launching a £1m marketing campaign starring TV chef Phil Vickery to support its recently launched gluten and wheat-Free range.

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