The baker has chosen to rename its snacks range, which is made with 45 per cent less fat than potato chips, to provide more scope to diversify into other sub-categories over the next 18 months.
A £2m campaign will launch later this month to promote the revamp with the company looking to boost its share of the premium sharing snacking segment, which it claims is worth 29.2 per cent of the snacks market.
Jonathan Warburton, chairman of Warburtons adds: “The investment in our already popular snacks range demonstrates our long-term commitment to the snacks market and to innovation and diversification as part of our five year growth plan. Focusing on new sectors allows us to reach new customers, while also complementing our core bakery range and the products that families across the UK know and love.”
Warburtons identified snacks as a key area for growth in 2011, after it reported a 27 per cent profit drop to £16.3m.